Did you know that forty-six percent of smartphone users think their telecom service provider hides behind "bad" technology, such as do-not-reply emails, automated replies, and time-consuming and impersonal Contact Us forms? Eva Hedfors, Head of Marketing at Ericsson Digital Services, talks to us about recent research from Ericsson Consumer & IndustryLab.
The video below is an extract from an exclusive Mobile World Live interview by GSMA’s Justin Springham with Ericsson's Eva Hedfors and Erwin van Rijssen.
The zero-touch customer experience
The Ericsson Consumer and IndustryLab research study that Eva describes in the video is based on quantitative and qualitative data representing over 700 million people from seven markets: Brazil, China, Germany, South Korea, Sweden, the UK, and the US.
We learn from the study that service providers have a long way to go to better understand their customers and create a relevant dialogue.
The zero-touch report is loaded with insights. The key takeaways of the report can be summarized in three bullets:
- Consumers feel exhausted by interactions with telecom service providers.
- Current digitalization efforts mirror the analog world.
- Consumers expect a zero-touch customer experience.