Download infograph US

1. The
Ideal Digital
Experience
Operator
website
Base: Online shoppers aged 18-65 in the US Base: Online shoppers aged 18-65 in the US
View bill
online
Receive text
alerts with
amount due
Receive bills
in the mail
(hard copies)
Pay online
via direct
debit
Pay online
via portal/app
In-store/
in-person
visit
Online
help
forums
Operator
app
Social
media
In-store/
in-person
visit
In-store/
in-person
visit
Operator
email
Phone
call
Operator
direct mail
Operator
app
Operator
website
Operator
website
Operator
website
Phone
call
Phone
call
Operator
app
Online
reviews
Phone
call
Operator
app
Social
media
RESEARCH SIGNING UP
BILLING AND
PAYMENT PROCESS
Service
and support
ACCOUNT
MANAGEMENT
Proactive
personalization
Creating an
Omnichannel
Experience
By adapting and innovating beyond the best
customer service practices from brand leaders
like Amazon and Netflix, mobile operators can
revolutionize their consumer experience.
How mobile operators can improve the
omnichannel experience for customers
The latest Ericsson ConsumerLab report examines the omnichannel
consumer experience, which consists of six connected steps:
Research Signing
Up
Billing and
Payment Process
Account
Management
Service and
Support
Proactive
Personalization
Can mobile operators
streamline & focus their
existing digital strengths
to benefit consumers?
CONSUMERS’ MOST FAVORED BRANDS PROVIDE SIMPLE,
SEAMLESS DIGITAL EXPERIENCES.
Brand satisfactionOverall favorability
85% 64%PayPal
93% 75%Netflix
84%Amazon 96%
69% 53%
Top three
operator average
What drives brand
satisfaction?
Amazon Netflix Top three operator averagePayPal
Consumers associated more strongly with brands that
“makes my life easier” than those that are simply “innovative.”
0%
30%
20%
10%
40%
50%
60%
70%
Makes my
life easier
Provides an easy,
hassle-free
experience
Top consumer associations with best-in-class brands vs. average of operators
ranked top three in brand favorability & satisfaction
Offers the
best online
experience
Innovative
Consumers prefer
customer service that is:
SEAMLESS
SELF-MANAGED
SINGULAR
When it comes to consumers’
brand associations, brand
qualities that directly deliver
value to the consumer are of
top importance.
Seamless service at seven points of the effortless omnichannel experience
Deliver on your promise at every touchpoint
In-store/
in-person
visit
US 94% 86% 83% 70% 53% 45%
US 89% 86% 82% 60% 43% 29% US 85% 72% 62% 61% 44% 42%
US 90% 56% 49% 55% 51%
In-store/
in-person
visit
Operator
website
Phone
call
Operator
app
US 87% 86% 68% 42%
US 93% 67% 66% 47%
Share of consumers using specific interactions with operators Share of consumers using specific interactions with operators
Share of consumers using specific interactions with operators Share of consumers using specific interactions with operators
Share of consumers using specific interactions with operators Share of consumers using specific interactions with operators
OMNICHANNEL CONSUMER EXPERIENCE STEP 1 OF 6 OMNICHANNEL CONSUMER EXPERIENCE STEP 2 OF 6
OMNICHANNEL CONSUMER EXPERIENCE STEP 3 OF 6
OMNICHANNEL CONSUMER EXPERIENCE STEP 5 OF 6 OMNICHANNEL CONSUMER EXPERIENCE STEP 6 OF 6
OMNICHANNEL CONSUMER EXPERIENCE STEP 4 OF 6
A US consumer compares digital experiences with
operators to other industries
Cell phone companies do not measure
up against other industries. The problem
isn’t that [digital channels] are unavailable;
it’s that the experience is not accessible
or seamless.”
Provides a
simple ‘one-click’
online experience
Excellent
customer
service
Proactive
customer
support
+ =
THE ONE-CLICK
IDEAL
Qualitative:
Ericsson ConsumerLab carried out focus
groups in the US containing participants
with a high level of experience in online
shopping.
Quantitative:
Online interviews were held with 1,013
smartphone users in the US. The sample
represents 134 million consumers aged
18-65 in the US.
METHODOLOGY
© 2016 Ericsson AB
All information in this infographic taken from Ericsson ConsumerLab “The One-Click Ideal”
- an Ericsson Consumer and Industry Insight Report, May 2016
Consumers’ most favored brands directly deliver value to the consumer by
minimizing consumers’ efforts, maximizing their control, and creating a
personalized experience.
This encourages mobile operators to create a user experience modeled after:
The one-click ideal symbolizes consumer demands and needs when it comes to digital
interfaces. It represents step-by-step service that is effortless, seamless, and easy to use.
Filling the Gaps:
Creating an effortless digital experience
for mobile operators’ consumers
Research via
smartphone
1
Choose device and
sign up in store
2
Proactive notification
on account status
via provider app
3
Order and pay for extra
data via provider app
4
Self-care and
self-provisioning
5
24/7 VIP
customer service
6
Receive personalized
promotions and offers
7
Base: Online shoppers aged 18-65 in the US Base: Online shoppers aged 18-65 in the US
Base: Online shoppers aged 18-65 in the US Base: Online shoppers aged 18-65 in the US
www.ericsson.com/consumerlab
US
Report