Customer Experience Management StudyAustralias Telecommunications Sector 2015

Benchmarking the Industry Excellence in Delivering Superior Customer Experience

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In this Customer Experience Management study for Australia's Telecommunications sector, Frost & Sullivan examines the experiences deliveries provided by telecommunications companies to its customers. This study looks at the critical factors that influence customer behavior throughout the three phases (pre-purchase, purchase and post-purchase) of their journey. These factors are all examined on the basis of a number of service provider touchpoints.

Table of Contents

Customer Experience Management Study—Australia’s Telecommunications Sector 2015Research MethodologyFrost & Sullivan Research ApproachFrost & Sullivan Research Step-by-Step OverviewOverview of Research ProcessSample MethodologyData Collection Quality ProcessSample Distribution by Primary Telco CompanySample Demographics—Age and GenderSample Demographics—Main Products PurchasedFrost & Sullivan Customer Experience IndexExecutive SummaryCustomer Experience Management (CEM) for Australia’s Telecommunications SectorCustomer Experience—DefinitionReasons for Choosing Telecommunications Service ProviderReasons for Service DiscontinuationPreferred Channel across StagesChannels Priority, Experience, and FrequencyOverall CEI Score by Channels/TouchpointsOverall CEI Score of Leading TelcosNet Promoter Score (NPS)Product and Service Recommendation by Telco CompanyCustomer Loyalty RewardCEM Study—Australia’s Telecommunications Sector 2015Reason for Service DiscontinuationService Discontinuation Breakdown by ProviderMost Often Used Channels for Telecommunications CustomersPreferred Channels by TransactionCustomers’ Priority-Experience MatrixCustomers’ Frequency-Experience MatrixDegree of Channel IntegrationImportance of Superior Customer Experience and Living up to Sales PromisesCustomer Loyalty RewardProactivity Rating by Telco CompanyCustomer Experience With TouchpointsUnderstanding Pre-Purchase BehaviourFactors for Choosing Primary Telecommunications Service ProviderProduct and Service Recommendation by Telco CompanyChannel Used at Pre-Purchase StageChannels Used for Pre-Purchase EnquiryCustomer Experience With TouchpointsEvaluation of Pre-Purchase Experience by Customer Experience IndicatorsUnderstanding Purchase BehaviourChannel Used During the Purchase Stage Customer Experience With TouchpointsDegree of Satisfaction/Dissatisfaction—Online and Mobile Application ChannelsDegree of Satisfaction/Dissatisfaction—Store Degree of Satisfaction/Dissatisfaction—Sales Agent vs Service EngineerDegree of Satisfaction/Dissatisfaction—‘Call Centre’ Vs ‘Outlets’ Understanding Post-Purchase BehaviourChannels Revisited for Post-Sale EnquiryChannel Used for Post-Purchase EnquiryPost-Purchase Experience Evaluation by Customer Experience IndicatorsCustomer Experience With TouchpointsAnalysis by Customer Experience Index (CEI)Customer Loyalty, Recommendation, and Additional PurchaseOverall CEI Score by Channels/TouchpointsOverall CEI Score by TelcoCEI Score for OnlineCEI Score for Mobile ApplicationCEI Score for StoreCEI Score for Call CentreNet Promoter Score (NPS)Analysis by Company—TelstraTelstra—Customer Transaction PreferenceTelstra—Customer Priority-Experience ProfileTelstra—Frequency of Interaction-Customer Experience Profile Telstra’s Rating for Competitive FactorsAnalysis by Company—OptusOptus—Customer Transaction PreferenceOptus—Customer Priority-Experience ProfileOptus—Frequency of Interaction-Customer Experience ProfileOptus’ Rating for Competitive FactorsAnalysis by Company—Vodafone AU Vodafone AU—Customer Transactions’ PreferenceVodafone AU—Customer Priority-Experience ProfileVodafone AU—Frequency of Interaction-Customer Experience ProfileVodafone AU’s Rating for Competitive FactorsAnalysis by Company—Virgin MobileVirgin Mobile—Customer Transaction PreferenceVirgin Mobile—Customer Priority-Experience ProfileVirgin Mobile—Frequency of Interaction-Customer Experience ProfileVirgin Mobile’s Rating for Competitive FactorsAnalysis by Company—TPGTPG—Customer Transaction PreferenceTPG—Customer Priority-Experience ProfileTPG—Frequency of Interaction-Customer Experience ProfileTPG’s Rating for Competitive FactorsAnalysis by Company—iiNetiiNet—Customer Transaction PreferenceiiNet—Customer Priority-Experience Profile iiNet—Frequency of Interaction-Customer Experience ProfileiiNet’s Rating for Competitive FactorsAnalysis by Company—DodoDodo—Customer Transaction PreferenceDodo—Customer Priority-Experience ProfileDodo—Frequency of Interaction-Customer Experience ProfileDodo’s Rating for Competitive FactorsFinal Words—What We are Excited AboutWould TPG’s Buyout of iiNet Impact its Competitive Scores?Call Centre—Where is it Headed in Terms of CEM?Of Data Speed, Coverage, and Good Customer ExperienceOf Data Speed, Coverage, and Good Customer Experience (continued)Frost & Sullivan’s Customer Experience SolutionsWhy Frost & SullivanCustomer Experience—DefinitionIntegrating Process, People and InfrastructureFrost & Sullivan’s Customer Experience Maturity Model A 5-step Strategic Approach Legal DisclaimerAppendixDefinitionsThe Frost & Sullivan Story




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