"Operators in the Middle East and North Africa continue to have clear opportunities to monetise increased data consumption, despite some sensitivities around pricing."
This report uses the Connected Consumer Survey to identify the drivers of customer service for mobile users in the Middle East and North Africa (MENA). In particular, it focuses on customer satisfaction, churn and retention-related aspects of mobile services.
This report provides:
- insight into the main drivers of mobile customer experience and how they vary by country and by operator
- analysis of the key factors that influence consumers’ intention to churn
- Net Promoter Scores (NPSs) of operators in MENA
- an assessment of why some operators have better NPSs than others
- analysis of the role of bundling additional services on customer retention, and how new service-based pricing models affect KPIs
- insight into the role of digitalising customer services and its impact on KPIs.
Survey data coverage:
The research was conducted between August and October 2017. The survey groups were chosen to be representative of the mobile-Internet-using population in the region. We set quotas on age, gender and geographical spread to that effect. There were 4500 respondents in the region.
Key Questions Answered in this Report
- What are the drivers of mobile customer experience? How do they vary by country and by operator?
- Which key factors influence consumers’ intention to churn? How have consumers’ priorities been evolving?
- What are the Net Promoter Scores (NPSs) of operators in MENA? Which operators lead and why?
- What effect does bundling additional services have on customer retention, and how do new service-based pricing models affect KPIs?
- What is the relationship between network performance and customer satisfaction, especially in terms of speed and coverage?
Who Should Read This Report
- Operator-based strategy executives and marketing managers who are interested in understanding consumer market trends, the role of operators as content distribution channels, and the impact of differing approaches to pricing in the market.
- Market intelligence and research executives in service providers that are responsible for understanding end-user trends and supporting business units in identifying and addressing new opportunities.
- Product managers and service performance managers that wish to understand how particular aspects of service design and network performance influence customer satisfaction and what are the key levers to improving retention.
- Saudi Arabia
- United Arab Emirates (UAE)