Pitney Bowes Business Insight Reveals Only 45 Percent of Consumers Trust Their Mobile Provider
June 15 2011 - 9:00AM
Business Wire
Pitney Bowes Business Insight, a global leader in customer data,
analytics and communication software and services, today announced
a study revealing that 45 percent of consumers in the U.S. and the
UK trust their mobile provider. Only 40 percent trust their mobile
providers’ customer communications. The research, conducted by the
ECSP Europe Business School in partnership with Pitney Bowes
Business Insight, demonstrates how critical trust is for
service-rich telecommunications firms that have multiple
cross-channel customer contacts.
According to the study, UK consumers feel that front-line
employees and marketing communications are ranked as the most
important factors for establishing good trust (26 and 23 percent
respectively). In the U.S., management policies and front-line
employees are the top influencing factors on trust (25 and 21
percent respectively). The mobile industry was judged less
favorably than both the banking and insurance industries at
establishing trust through interactive channels, self-service
technologies, management policies and overall customer
satisfaction.
- Only 31 percent of mobile customers
feel that, if they shared their problems with a service provider,
they would receive a caring response.
- Only 40 percent of customers trust
their mobile provider’s communications.
- A mere 24 percent of respondents
believe that their mobile network operator is doing a good job at
implementing management policies and practices that govern customer
interactions.
- Additionally, 42 percent of customers
stated that they are satisfied with the treatment, relationship and
services they receive from their mobile network operators.
“Today, competition in the telecommunications industry is
fierce, making it one of the most challenging markets in the world
for ensuring customer satisfaction and building relationships,”
said David Newberry, Chief Marketing Officer of Pitney Bowes
Business Insight. “When it comes to their mobile network providers,
customers’ satisfaction with their previous experience has a lot
more influence on overall trust than in other industries. The
challenge, as illustrated in this study, is to align customer
communications management so that mobile companies can more easily
address these crucial customer concerns.”
The consumers surveyed recommended several ways for mobile
companies to strengthen trust-building activities, such as
improving communications (quality and clarity), increasing
transparency, and providing advance information for better deals.
In addition, consumers claim that they look for companies that
provide high-quality customer care, ensure a sense of being ‘looked
after,’ and demonstrate a high level of competency and conduct from
employees.
To meet these recommendations and continue building trust,
Pitney Bowes Business Insight offers a wide set of solutions for
the telecommunications industry, including strong customer
communications management (CCM) programs that drive businesses to
be more effective, efficient and profitable. Pitney Bowes Business
Insight has helped leading mobile providers such as Verizon
Wireless, T-Mobile and AT&T address their unique challenges and
build lifetime customer relationships.
The information from this study, commissioned by Pitney Bowes
Business Insight, was conducted by ECSP and interviewed 20 senior
marketers in order to gain a deeper understanding of the importance
that organizations place on customer trust, the benefits they’re
looking for, the way they measure trust and the management policies
they put in place to influence it. In addition, ECSP issued an
online consumer survey of 1,000 UK and 1,000 U.S. residents.
To read the entire study, please visit:
http://www.slideshare.net/pitneybowes/the-role-of-trust-in-consumer-relationships-pitney-bowes-white-paper.
About Pitney Bowes Business Insight
Pitney Bowes Business Insight, a wholly-owned subsidiary of
Pitney Bowes Inc. (NYSE:PBI), is a software and services company
that helps organizations to acquire, serve and grow relationships
with customers and citizens. The firm’s suite of customer
communications management solutions integrates data management,
location intelligence, sophisticated predictive analytics,
rules-based decision making and cross-channel customer interaction
management to increase the value of every customer communication
while also delivering operational efficiencies.
For more information, please visit www.pbinsight.com and
www.pb.com.
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