ericsson consumerlab: the one-click ideal report examines the omnichannel consumer experience

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 billonline

Receive textalerts withamount due

Receive billsin the mail(hard copies)

Pay onlinevia direct debit

Pay onlinevia portal/app

In-store/in-personvisit

Online helpforums

Operatorapp

Socialmedia

In-store/in-personvisit

In-store/in-personvisit

Operatoremail

Phonecall

Operatordirect mail

Operator app

Operatorwebsite

Operatorwebsite

Operatorwebsite

Phone call

Phone call

Operatorapp

Onlinereviews

Phone call

Operatorapp

Socialmedia

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 SigningUp

Billing andPayment Process

AccountManagement

Service andSupport

ProactivePersonalization

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 brandsatisfaction?

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-freeexperience

Top consumer associations with best-in-class brands vs. average of operators ranked top three in brand favorability & satisfaction

Offers thebest 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 oftop importance.

Seamless service at seven points of the effortless omnichannel experienceDeliver on your promise at every touchpoint

In-store/in-personvisit

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-personvisit

Operatorwebsite

Phone call

Operatorapp

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 asimple ‘one-click’online experience

Excellent customer service

Proactivecustomersupport

+ =

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 smartphone1

Choose device and sign up in store2

Proactive notification on account status via provider app

3

Order and pay for extra data via provider app4 Self-care and

self-provisioning5

24/7 VIP customer service6

Receive personalized promotions and offers7

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