In a digital world, Telecom operators face challenging customer exceptions. Learn more about the ideal one click customer journey and Ericsson ConsumerLab insights.

1. The one-click ideal
Challenging expectations for operators
on the digital customer journey

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Key findings summary

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methodology

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Added complexity

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The illusion of satisfaction
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.”
I usually handle my data plan by
phone, but the self-service operation
is complicated to use. The line is
always busy or the timing inconvenient.
On one occasion, I decided to go
directly to a service office. The
attendant was nice, and provided
detailed information, but there were
many people waiting and the process
was time-consuming. I had to apply
for a half-day leave from work.”
A US consumer compares digital experiences
with operators to other industries
A Chinese consumer describes an experience
with an operator

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Operators lag behind
leading brands

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Creating digital brand value

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Top drivers brand satisfaction

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The one-click challenge
Services should be timely,
concise, friendly, kind and
tailored to individual needs.”
A US consumer describes an
ideal customer service

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Customer service at its best

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proactivity

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The consumer journey
as a brand builder