Many customers are likely to overlook high prices as long as operators' services deliver the promised results and complaints are dealt with efficiently
The growing availability and affordability of superfast broadband is creating new opportunities for well-positioned players, but pricing remains key. In this report we focus on the drivers of satisfaction and churn of broadband customers in Europe and the USA.
This report provides:
- new consumer insights derived from 7090 respondents surveyed in 7 different countries
- insights into the usage behaviour and preferences of fixed broadband subscribers
- information about bundling, retention, changing usage habits and changing demographics for fixed broadband services
- a breakdown of the key factors affecting the Net Promoter Score (NPS), with further discussion about which operators are particularly effective at achieving high scores
- detailed information about which value-added services have a measurable effect on customer satisfaction.
Survey data coverage:
The research was conducted in July and August 2017. The survey groups were chosen to be demographically representative of the broader online consumer population. We set quotas on age, gender and employment status to that effect. There were a minimum of 1000 respondents per country. The total sample size was 7090 respondents.
Key Questions Answered in this Report
- What are the most significant drivers of fixed broadband churn and how can operators most effectively approach customer retention?
- What are the key factors that affect the net promoter score (NPS), which operators are particularly effective at scoring highly and why?
- How can operators most effectively approach bundling, and in particular fixed-mobile bundling, in order to control customer churn?
- Which value-added services have a measurable effect on customer satisfaction?
Who Should Read this Report
Product managers and strategy teams working for fixed operators that are launching new broadband products aimed at the retail market, or operators designing their response to those of their competitors. Marketing executives and product managers for operators that are making decisions about the service design and its impact on customer retention of broadband bundles.
Strategy teams for operators that are considering the integration of their fixed and mobile services, and are assessing the potential impact of converged bundles in their markets, especially in terms of customer satisfaction.