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Ericsson ConsumerLab: The one-click ideal report examines the omnichannel consumer experience
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Operator website Base: Online shoppers aged 18-55 in China Base: Online shoppers aged 18-55 in China View bill online Receive text alerts with amount due Receive bills in the mail (hard copies) Pay online via direct debit Pay online via portal/app In-store/ in-person visit Online help forums Operator app Social media In-store/ in-person visit In-store/ in-person visit Operator email Phone call Operator direct mail Operator app Operator website Operator website Operator website Phone call Phone call Operator app Online reviews Phone call Operator app Social media RESEARCH SIGNING UP BILLING AND PAYMENT PROCESS Service and support ACCOUNT MANAGEMENT Proactive personalization Creating an Omnichannel Experience By modeling customer service efforts after brands like Alipay and WeChat, mobile operators can improve their consumer experience. The latest Ericsson ConsumerLab report examines the omnichannel consumer experience, which consists of six connected steps: Research Signing Up Billing and Payment Process Account Management Service and Support Proactive Personalization CONSUMERS’ MOST FAVORED BRANDS PROVIDE SIMPLE, SEAMLESS DIGITAL EXPERIENCES. Brand satisfaction Overall favorability 90% 76% Taobao 93% 78% WeChat 83% Alipay 95% 85% 59% Top three operator average What drives brand satisfaction? Alipay WeChat Top three operator average Taobao Consumers associated more strongly with brands that “makes my life easier” than those that are simply “innovative.” 0% 30% 20% 10% 40% 50% 60% Makes my life easier Provides an easy, hassle-free experience Top consumer associations with best-in-class brands vs. average of operators ranked top three in brand favorability & satisfaction Offers the best online experience Innovative When it comes to consumers’ brand associations, brand qualities that directly deliver value to the consumer are of top importance. Seamless service at seven points of the effortless omnichannel experience: Creating an Effortless Experience In-store/ in-person visit China 91% 87% 86% 82% 89% 86% 95% 85% 87% 84% 91% 87% 94% 86% 82% 84% 74% 90% 93% 91% 71% 90% 90% In-store/ in-person visit Operator website Phone call Operator app 87% 94% 81% 90% 95% 81% 85% 92% Share of consumers using specific interactions with operators Share of consumers using specific interactions with operators Share of consumers using specific interactions with operators Share of consumers using specific interactions with operators Share of consumers using specific interactions with operators Share of consumers using specific interactions with operators OMNICHANNEL CONSUMER EXPERIENCE STEP 1 OF 6 OMNICHANNEL CONSUMER EXPERIENCE STEP 2 OF 6 OMNICHANNEL CONSUMER EXPERIENCE STEP 3 OF 6 OMNICHANNEL CONSUMER EXPERIENCE STEP 5 OF 6 OMNICHANNEL CONSUMER EXPERIENCE STEP 6 OF 6 OMNICHANNEL CONSUMER EXPERIENCE STEP 4 OF 6 A Chinese consumer describes an experience with an operator I usually handle my data plan by phone, but the self-service operation is complicated to use. The line is always busy or the timing inconvenient. On one occasion, I decided to go directly to a service office. The attendant was nice, and provided detailed information, but there were many people waiting and the process was time-consuming. I had to apply for a half-day leave from work.” Provides a simple ‘one-click’ online experience Excellent customer service Proactive customer support + = THE ONE-CLICK IDEAL Qualitative: Ericsson ConsumerLab carried out focus groups in China containing participants with a high level of experience in online shopping. Quantitative: Online interviews were held with 1,002 smartphone users in China. The sample represents 156 million consumers aged 18-55 in China. METHODOLOGY © 2016 Ericsson AB All information in this infographic taken from Ericsson ConsumerLab “The One-Click Ideal” - an Ericsson Consumer and Industry Insight Report, May 2016 The one-click ideal symbolizes consumer demands and needs when it comes to digital interfaces. It represents step-by-step service that is effortless, seamless, and easy to use. Filling the Gaps: Creating an Effortless Digital Experience for Mobile Operators’ Consumers Research via smartphone 1 Choose device and sign up in store 2 Proactive notification on account status via provider app 3 Order and pay for extra data via provider app 4 Self-care and self-provisioning 5 24/7 VIP customer service 6 Receive personalized promotions and offers 7 Base: Online shoppers aged 18-55 in China Base: Online shoppers aged 18-55 in China Base: Online shoppers aged 18-55 in China Base: Online shoppers aged 18-55 in China www.ericsson.com/consumerlab China China China China China The Ideal Digital Experience How mobile operators can improve the omnichannel experience for customers China Report Consumers prefer customer service that is: SEAMLESS SELF-MANAGED SINGULAR Consumers’ most favored brands directly deliver value to the consumer by minimizing consumers’ efforts, maximizing their control, and creating a personalized experience. This encourages mobile operators to create a user experience modeled after: Can mobile operators streamline & focus their existing digital strengths to benefit consumers?
Transcript of Ericsson ConsumerLab: The one-click ideal report examines the omnichannel consumer experience
Operator website
Base: Online shoppers aged 18-55 in China Base: Online shoppers aged 18-55 in China
View billonline
Receive textalerts withamount due
Receive billsin the mail(hard copies)
Pay onlinevia direct debit
Pay onlinevia portal/app
In-store/in-personvisit
Online helpforums
Operatorapp
Socialmedia
In-store/in-personvisit
In-store/in-personvisit
Operatoremail
Phonecall
Operatordirect mail
Operator app
Operatorwebsite
Operatorwebsite
Operatorwebsite
Phone call
Phone call
Operatorapp
Onlinereviews
Phone call
Operatorapp
Socialmedia
RESEARCH SIGNING UP
BILLING AND PAYMENT PROCESS
Service and support
ACCOUNT MANAGEMENT
Proactive personalization
Creating an Omnichannel Experience
By modeling customer service efforts after brands like Alipay and WeChat, mobile operators can improve their consumer experience.
The latest Ericsson ConsumerLab report examines the omnichannel consumer experience, which consists of six connected steps:
Research SigningUp
Billing andPayment Process
AccountManagement
Service andSupport
ProactivePersonalization
CONSUMERS’ MOST FAVORED BRANDS PROVIDE SIMPLE, SEAMLESS DIGITAL EXPERIENCES.
Brand satisfactionOverall favorability
90% 76%Taobao
93% 78%WeChat
83%Alipay 95%
85% 59%Top three operator average
What drives brandsatisfaction?
Alipay WeChat Top three operator averageTaobao
Consumers associated more strongly with brands that “makes my life easier” than those that are simply “innovative.”
0%
30%20%10%
40%50%60%
Makes my life easier
Provides an easy,hassle-freeexperience
Top consumer associations with best-in-class brands vs. average of operators ranked top three in brand favorability & satisfaction
Offers thebest online experience
Innovative
When it comes to consumers’ brand associations, brand qualities that directly deliver value to the consumer are oftop importance.
Seamless service at seven points of the effortless omnichannel experience:Creating an Effortless Experience
In-store/in-personvisit
China 91% 87% 86% 82% 89% 86%
95% 85% 87% 84% 91% 87% 94% 86% 82% 84% 74% 90%
93% 91% 71% 90% 90%
In-store/in-personvisit
Operatorwebsite
Phone call
Operatorapp
87% 94% 81% 90%
95% 81% 85% 92%
Share of consumers using specific interactions with operators Share of consumers using specific interactions with operators
Share of consumers using specific interactions with operators Share of consumers using specific interactions with operators
Share of consumers using specific interactions with operators Share of consumers using specific interactions with operators
OMNICHANNEL CONSUMER EXPERIENCE STEP 1 OF 6 OMNICHANNEL CONSUMER EXPERIENCE STEP 2 OF 6
OMNICHANNEL CONSUMER EXPERIENCE STEP 3 OF 6
OMNICHANNEL CONSUMER EXPERIENCE STEP 5 OF 6 OMNICHANNEL CONSUMER EXPERIENCE STEP 6 OF 6
OMNICHANNEL CONSUMER EXPERIENCE STEP 4 OF 6
A Chinese consumer describes an experience with an operator
I usually handle my data plan by phone, but the self-service operation is complicatedto use. The line is always busy or the timing inconvenient. On one occasion, I decided to go directly to a service office. The attendant was nice, and provided detailed information, but there were many people waiting and the process was time-consuming. I had to apply for a half-day leave from work.”
Provides asimple ‘one-click’online experience
Excellent customer service
Proactivecustomersupport
+ =
THE ONE-CLICK IDEAL
Qualitative:Ericsson ConsumerLab carried out focus groups in China containing participants with a high level of experience in online shopping.
Quantitative:Online interviews were held with 1,002 smartphone users in China. The sample represents 156 million consumers aged 18-55 in China.
METHODOLOGY
© 2016 Ericsson AB
All information in this infographic taken from Ericsson ConsumerLab “The One-Click Ideal”- an Ericsson Consumer and Industry Insight Report, May 2016
The one-click ideal symbolizes consumer demands and needs when it comes to digital interfaces. It represents step-by-step service that is effortless, seamless, and easy to use.
Filling the Gaps: Creating an Effortless Digital Experience for Mobile Operators’ Consumers
Research via smartphone1
Choose device and sign up in store2
Proactive notification on account status via provider app
3
Order and pay for extra data via provider app4 Self-care and
self-provisioning5
24/7 VIP customer service6
Receive personalized promotions and offers7
Base: Online shoppers aged 18-55 in China Base: Online shoppers aged 18-55 in China
Base: Online shoppers aged 18-55 in China Base: Online shoppers aged 18-55 in China
www.ericsson.com/consumerlab
China
China China
China China
The Ideal Digital Experience How mobile operators can improve the omnichannel experience for customers
China Report
Consumers prefer customer service that is:
SEAMLESS
SELF-MANAGED
SINGULAR
Consumers’ most favored brands directly deliver value to the consumer by minimizing consumers’ efforts, maximizing their control, and creating a
personalized experience.
This encourages mobile operators to create a user experience modeled after:
Can mobile operators streamline & focus their existing digital strengths to benefit consumers?
