Customer service to drive mobile content success

Customer service has a key role to play in driving mobile phone providers’ future growth, Convergys has claimed.

While operators experience declining revenues from voice and SMS and increasingly pin their hopes on revenue growth through mobile content services, such as games, video and music, a survey commissioned by Convergys has found that almost half of British mobile users (47%) don’t understand what mobile broadband can offer them.

However, improved customer service would help them spend more; better advice on what’s available (voiced by 38% of those surveyed) and special offers (39%) would encourage them to spend extra money on content for their phones.

Convergys’ 2008 UK Customer Scorecard research shows that customers are most open to advice and offers when adding or changing services. When focused on getting support, customers want to be treated well by knowledgeable employees who can address their needs on first contact. At those times, even personalised offers are lowest on their list of needs.

The survey also confounds notions of Britons doing whatever they can to reduce their spending as the recession bites. Nearly one in five mobile users (17%) would pay a premium for excellent, responsive customer service. Meanwhile, only 5% said they would opt for a package with the lowest cost and worst service. The Convergys research shows that UK customers rate the quality of customer service and the quality of the product or service being offered as more critical than price or brand.

Jean-Hervé Jenn, international president at Convergys, stated: “These data show that customer service can drive operators’ revenues from mobile content. What’s more, consumers are actually ready and willing to open their wallets. The key lies in giving customers advice and offers which are tailored to their interests. The good news is that operators already possess the data needed to turn content into cash, and an outsourcing partner focused on customer service can do the rest.”