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Thursday, June 16, 2011

Less than half of all customers trust their mobile provider, says research

A new study from Pitney Bowes Business Insight shows that just 45% of consumers in the USA and the UK trust their mobile provider.

The most important factors for establishing good trust according to UK consumers were front-line employees (26%) and marketing communications (23%), while US consumers put management policies (25%) first.

In addition:
only 40% of customers trusted their mobile provider’s communications,
only 31% of mobile customers felt they’d  receive a caring response if they shared their problems with a service provider, and
only 24% of respondents believed their mobile network operator was doing a good job at implementing management policies and practices that governed customer interactions.

Overall, 42% of customers said they were satisfied with the treatment, relationship and services they received from their mobile network operators.

David Newberry, Chief Marketing Officer of Pitney Bowes Business Insight, said “Today, competition in the telecommunications industry is fierce, making it one of the most challenging markets in the world for ensuring customer satisfaction and building relationships. When it comes to their mobile network providers, customers’ satisfaction with their previous experience has a lot more influence on overall trust than in other industries. The challenge, as illustrated in this study, is to align customer communications management so that mobile companies can more easily address these crucial customer concerns”

The banking and insurance industries were ranked above the mobile industry when it comes to establishing trust through interactive channels, self-service technologies, management policies and overall customer satisfaction.

Consumers who’d been survey said mobile companies could build more trust by improving the quality and clarity of communications, increasing transparency and providing advance information for better deals. They also said they look for companies that provide high-quality customer care, a sense of being ‘looked after’ and a high level of competency and conduct from employees.

The study was commissioned by Pitney Bowes Business Insight and conducted by ECSP. It contacted 20 senior marketers, 1,000 UK residents and 1,000 US residents.

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Opinion Articles

Why a mobile TV service is just like a zombie

Mark Bridge writes:

Here in the UK, we’re struggling a bit with mobile TV. Which made me wonder what the problem really was. Well, after a long evening with the finest stilton and the cheapest port, the answer came to me in a dream. A mobile TV service is just like the lurching, drooling nightmare creatures that appear in every zombie film. And once consumers understand zombies, they’ll understand the problems with mobile TV. Let me explain.

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Selling your way out of a recession? Of course you can!

Iain Graham writes:

Everybody these days (apart from a lucky few!) is suffering from a lack of business or reduced sales due to the current 'downturn in the economic climate'. In my opinion, this is the time when sales people should stand up and be counted!

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However the reality of NFC payments appears a lot further away. The Point of Sale (POS) technology appears to be badly deployed by some of the first-phase retailers mainly made up of low-value high-volume businesses like coffee shops, fast food outlets and newsagents.

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Insecure Mobile Browsers

James Rosewell writes: I note with interest Barclays mobile on-line banking home page extolling the safety of mobile banking whilst claiming it’s as secure as their non-mobile equivalent. This is on the same page that recommends customers use Opera Mini to access Barclays mobile on-line banking.

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