Consumers demand operators improve the online experience According to the report The One-Click Ideal of Ericsson, an excellent service to the customer and the proactivity of the operators are key factors in customer satisfaction. According to the respondents of creating digital experiences such as Amazon, Netflix or Alipay obtained better qualifications operators.
When it comes to measuring customer satisfaction, telecommunications operators tend to get favorable results. But a new report from Ericsson ConsumerLab suggests that the trend is changing as more consumers begin to expect what is called customer experience "a click", i.e., have an ideal and travel without barriers in which it is easy to buy online.
The experience online without complications, reflected in innovative brands like Amazon and Netflix, makes life easier for consumers and saves them time. But the ideal of one click experience is a wake-up call to the operators, according to Pernilla Jonsson, an expert on perception of consumers of Ericsson ConsumerLab and author of the report The Ideal One-Click Ericsson, the challenge of the expectations of the client for operators, carried out in urban China and United States.
"In this study, consumers expressed that they have lower expectations about their operators to other digital brands," says Jonsson. "The operators must take this as a challenge and an opportunity to take advantage of the opportunities that digitisation of build a truly differentiated brand experience."
The majority of consumers indicated that customer ideal digital travel includes a combination of online and offline channels. Compared with world-class brands identified by these consumers, operators stayed behind in terms of the expectations of consumers in assessing their digital journey.
The respondents also had to list which in his view were the best brands in creation of digital, such as Amazon, Netflix, and Alipay experiences, and compare them with the operators. All these brands were rated with a note higher than the operators, overcoming them clearly on issues as if they are made life easier, they provide an experience without obstacles and if offered the best experience online.
According to the report, less than half of respondents in both markets associated your current operator with the main factors contributing to the satisfaction of mark: a click, excellent service and proactive customer experience.
On the other hand, the majority was agreed that best online tools would improve his opinion with respect to its operator. But Jonsson said that the availability of digital tools is not enough: "the expectations of consumers have gone from a digital availability to how digitization creates value for them", says.
"The ideal a click challenges operators to think differently. To meet this challenge, an operator needs to coordinate and synchronize various barriers within the Organization as a whole."
"We are entering a phase in which the brands compete each other across different industries. Unless operators can occupy a place in the mind of the consumer, these not considered him the kind of brand that would pay a money extra", concludes.
The study also highlights the need to reinvent the role of various aspects of the customer journey, including attention to the client and account management, so if users are connected or not.
Para elaborar este informe, Ericsson ConsumerLab trabaj con cuatro grupos con participantes de gran experiencia en compras online en Estados Unidos y China. Se hicieron entrevistas con 2.015 propietarios de smartphones en esos pa ses, que representan a 290 millones de usuarios de ambos mercados. De ellos, la muestra en EE UU representa a 134 millones de consumidores entre 18 y 65 a os, y a 156 millones de consumidores urbanos entre 18 y 55 a os en China.
Acceso al estudio completo.
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Consumers demand operators improve the online experience According to the report The One-Click Ideal of Ericsson, an excellent service to the customer and the proactivity of the operators are key factors in customer satisfaction. According to the respondents of creating digital experiences such as Amazon, Netflix or Alipay obtained better qualifications operators. 
