Stable, Resilient Network Key to Retaining Customers: GSMA Expert
Mobile wireless providers are at a “crucial moment,” as 5G launches worldwide, said Jakub Zagdanski, senior economist at GSMA Intelligence, during a Thursday Mobile World Live webinar. “We are kind of rooting the 5G networks and there are many key…
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decisions that need to be made before they are fully grown,” he said. GSMA recently surveyed carriers and found their primary goals are to generate new revenue streams and improve customer experience, he said. “It’s about … retaining customers -- providing the best experiences in order to maximize the revenues,” he said. GSMA’s research underscores the importance of high quality service, rather than focusing on savings, he said. The leading demand of customers is a stable, resilient network, Zagdanski said. Most customers are willing to switch providers if they’re not satisfied and 58% of mobile customers in the U.K. switched in the past five years, GSMA found. “Most of the reasons were quite reactive -- what that means is essentially one single bad experience was potentially the reason that many of the customers started seeking another provider,” he said.