14 DAY TRIAL // A recently published study on the mobile market in the UK shows that almost two thirds of consumers (61 percent) are willing to spend more on the services delivered by their wireless operator in case they would have the flexibility to choose what best fits their needs. According to the study, which is delivered by Convergys, UK consumers would bundle broadband, TV, or game consoles with their mobile service, but only if they have the choice they are looking for.
On the other hand, the study also shows that UK mobile phone carriers are not taking the opportunity to deliver new bundles to UK subscribers. According to around half of them (49 percent), no promotion or offer on bundles has been delivered by the provider, while 72 percent of them say they would like to receive such offers.
“It is impressive to see the level of trust UK consumers place in their mobile providers. As new technologies emerge and new services become available, it is clear that subscribers want their mobile providers to advise them on which services they should buy and which combination of services will give them the best value for money. This is a great win-win for the mobile operator as each contact with the customer provides an opportunity to increase user revenues,” Bob Lento, Convergys' president of Information Management, says.
Interestingly enough, it seems that UK customers are inclined to spend more on the mobile services available for them, and rather than cutting costs. In case carriers want to benefit from this, they would have to start using convergent billing and customer care solutions focused on customer preferences. This would enable them to come up with relevant offers and to provide a multi-channel customer service.
“However, it concerns me that so many people don't receive offers from their mobile operators, even though they would like to. This is a missed opportunity. If operators are to ensure a return on their customer interactions, they need to utilize convergent billing solutions, customer service channels, and real-time intelligence strategically, so that each customer receives relevant offers and the services he or she needs,” Lento concludes.