This report focuses on aspects of Analysys Mason's Connected Consumer Survey that relate to the behaviour, preferences and plans of smartphone users in the Sub-Saharan Africa (SSA) region. In particular, it focuses on respondents' satisfaction with their mobile services. The survey was conducted in association with On Device Research.
The research was conducted between August and October 2017. The survey groups were chosen to be representative of the mobileInternet-using population in the region. We set quotas on age, gender and geographical spread to that effect. There were a minimum of 1000 respondents per country, and 3000 respondents in the region.
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 Sub-Saharan Africa
- an assessment of why some operators have better NPSs than others
- analysis of the role of bundling additional services on customer retention; how do 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 September 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 was a minimum of 1000 respondents per country, and 3000 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?
- What key factors influence consumers’ intention to churn? How haveconsumers’ priorities been evolving?
- What are the Net Promoter Scores (NPSs) of operators in SSA? Who leads and why?
- What is the role of bundling additional services on customer retention? 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 who wish to understand how particular service design aspects and network performance influence customer satisfaction and what the key drivers are for improving retention.
- South Africa