Differentiating at the right journey touchpoints is the key to value creation
Pre - purchase
Purchase
Post - purchase
The high variance in customer ratings highlights the need for assistance with locating the branch and clarity on available deals
Q1 � Was it convenient for me to research and request for the connection?
Voice of customer insights
Customers cited that the availability of significant customer reviews is crucial while making a decision �
- “I did not know much about this area. One of my known people was staying here and I got in touch with them. They suggested we use Brand A, and that is why I chose this provider.”�
Customers look for discounts, deals, and add-ons while –�
- �Many people in our society opted for it. They had good promotional offers, like paying for 10 months and getting two months free, plus subscriptions to Prime and Netflix for a year. They also provided other offers."
The segment is demonstrating strong performance, with potential for differentiation on returns and exchanges
Q2 - Was it convenient for me to research and request for the connection?
Voice of customer insights
Quality of installation and professionalism of the staff can create a significant impact on the brand image �
- �For installation, the person we contacted first visited just to get the paperwork done. Then they started the process to install it 2 days later. Then they came to do the setup after one more day�
- �Upon installation, when I checked the speed, it was much less than what I had paid for. When I asked questions about this, they mentioned that the plan mentioned 40 Mbps which is the browsing speed and not the download speed. The download speed would remain 5-6 Mbps. I did not know this�
- �Customer service is not great, they say they will come to resolve the issue, but no one came. I had to get in touch with someone at a senior position, only then they came and resolved it.”�
Quality of customer support is key for continuous engagement post sales and selling newer offerings
Q3 - Is it convenient for me to regularly access and avail all the network services?
Voice of customer insights
Customer support and quality of resolution can significantly impact customer experience, post-purchase –�
- �I used the D2H services during the corona period. I paid a deposit of 2,500 rupees, but when I needed relocation, they asked for extra charges. They claimed there was no record of my previous payment. I didn't have the bill details, so I closed the ticket and switched to another brand�
- �Timely response to complaints is the main thing. If a customer complains, they should respond promptly. Good behavior and quality service are important�
- �If I send an email and no one responds, that's a big problem. If I raise a ticket and it takes three days to close, my time suffers. They need to understand the severity of the issue and provide a solution quickly.”�
Striking the right balance between delighting the customer and the cost of servicing them is key to maximizing value
Performance of the segment on the prioritised experience attributes
Customer values the convenience of online booking and next-day installations�
- Customers increasingly prefer booking D2H connections online through user-friendly platforms, offering convenience and transparency
- Faster installation services, often within 24-48 hours, are becoming a standard expectation.
Sustainability is crucial in establishing a D2H provider as the preferred choice for customers�
- There is a growing emphasis on energy-efficient set-top boxes and sustainable packaging.
D2H providers are expanding their reach by addressing and accommodating diverse customer preferences�
- Providers are bundling D2H connections with OTT subscriptions or internet services to attract customers
- Providers are offering flexible and customizable channel packages to cater to diverse customer preferences.
Customer retention is low for D2H providers with 50 per cent switchers seeking better point-of-sale experience and wide range of content
Customer segmentation based on satisfaction and loyalty
(percentage share of respondents)
Customer retention is dependent on their satisfaction with the brand and their tendency to explore alternatives. ‘Ambassadors� are highly satisfied customers who will keep contributing to the brand’s success. ‘Switchers� on the other hand, are always seeking better options. ‘Critics� as the third segment, actively convey negative feedback about the brand, if not satisfied. Finally, ‘Dependents� are customers who remain loyal despite low satisfaction due to lack of alternatives in the market.
98 per cent of the customers are satisfied with their current brand
Exceptional service experience is a key driver for turning customers into brand ambassadors. Providing prompt and efficient customer support, addressing issues proactively, and offering personalised solutions can significantly enhance the customer experience
Offering exclusive discounts and rewards to loyal customers can encourage them to become brand advocates
A smooth, hassle-free transaction process is crucial for customer satisfaction. If customers encounter long wait times, unhelpful staff, or issues with payment processing, it can lead to frustration and dissatisfaction
The ability of the segment to perform on CX requirements is 64/100 , with low performance on ‘Personalisation� and ‘Resolution� pillars
Performance across the 㣨Leyu in India's six pillars of Customer Experience
(Weightage of the pillars to the overall experience requirements)
‘Integrity� (25 per cent), ‘Empathy� (19 per cent), and ‘Personalisation� (19 per cent) are the key experience pillars influencing purchase decision
D2H brands can instill ‘integrity� across their operations by -
- Consistently delivery of signal quality and minimizing service interruptions
- Accurately representing the channel packages and service quality across promotional materials
- Proactively communicating on service changes, maintenance schedules, and new features
- Ensuring prompt and understanding customer service to address issues like signal problems or billing queries.
Brands can improve performance on ‘Personalisation� pillar by -
- Tailoring channel packages based on customer viewing preferences
- Offering flexible subscription plans that cater to different needs and budgets.
Trust, support, and convenience are key factors that elevate customer sentiment and their willingness to pay more in D2H segment
Top experience attributes influencing the customer’s willingness to pay a premium
Today customers are drawn to brands that resonate within their social circles and offer impeccable support across all touchpoints. They value the ease of accessing services and are increasingly swayed by companies that invest in sustainable practices.
Trustworthiness and commitment to sustainability are critical factors in shaping customers� willingness to pay
- 39 per cent of the customers are motivated to pay more for a trusted brand while availing add-on services.
- 25 per cent of the customers associate a premium with social responsibility
A seamless experience can influence customers� propensity to pay
- 30 per cent of the customers are willing to pay more for better service by the sales representative and a hassle-free experience at the branch
- For 25 per cent of customers, an omnichannel point-of-sale experience enables them to explore other offerings.
Our customer experience (CX) insights across sectors
Key Contacts
Purushothaman KG
Partner, Head Technology Transformation and Sector Head - Telecommunications
㣨Leyu in India
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