Invention of mobile technologies and its evolution is the biggest blessing to mankind. Ever since the existence of cellular technologies, there has been continuous innovation in mobile space, adding immense value to telecom industry.
Today it is not just the adults who use mobile phones, but it is popular amongst the younger generations too, such as teenagers. Consequently, there exists an infinite world who use mobile phones beyond voice conversation and SMS in order to stay in touch with their friends and family. Various mobile services such as Internet (GPRS), Instant messaging, MMS (Multimedia Messaging Services), emails etc. has made the world come together.
Who are the Consumers and Service providers?
Before moving further ahead, let us take a look at who are the consumers and service provider I am addressing to. To answer this question, ‘Consumers’ are the mobile users I am referring to and ‘service providers’ could be cellular operators, handset manufacturers, content aggregators, VASP (Value Added Service Provider), media and advertising firms, FMCG (Fast Moving Consumer Goods), government and independent organizations in telecom industry, travel and tourism etc.
What consumer look for in a service/product?
Every consumer has different preferences in a product/services offered by the service provider and their requirement might vary from one another for several reasons based on user interests. Inspite of having different preferences, typically some requirements which almost all mobile users look for are :
- Excellent quality of product – bug free, clear and good resolution images
- Cost effective – Not too expensive
- High Speed – GPRS connectivity
- User-friendliness – Simple and easy to use
- Safe and secure – Specially for transactional services
- Good customer service – prompt response, high availability, quick turn around time
How can service provider ensure customer satisfaction?
In order for service providers to improve their ROI (Return On Investments), it is important that they try to address mobile users concerns. This way service providers can retain their exisiting customers and can add new customers to their subscriber/consumer base. Some of the methodologies which service providers could use to know their consumers well are:
- Conduct surveys to get consumers feedbacks
- Collect and study consumer data/facts
- Observe and analyze the statistical reports
- Frequenty monitor the usage behaviour and attitudinal behaviour
- Prepare competitive analysis and try to look for where one can improve
- Target the right market segment based on location and demographics
- Perform market research regularly to explore new opportunities
The parameters discussed above need to be performed before service providers launch any of their campaigns. These are some of the key factors to be considered by service providers, in order to take advantage over their competitors and increase their revenue growth.
2 Responses »
