Differentiating at the right journey touchpoints is the key to value creation
Pre - purchase
Purchase
Post - purchase
Network strength across different locations is the key factor influencing customers� choice of provider
Q1 � Was I able to assess and decide on the preferred network operator?
Voice of customer insights
Ìý
Network coverage and strength is a key assessment area for the customers �
- �Where I stay, Brand A is much better than Brand B. Even my parents switched to Brand A because Brand B had poor network coverage and slow internet�
- �Initially, we were using Brand C connections at home. We upgraded our Brand C connections, but recently, Brand B installed a new service in our area�
- �Whichever friend of mine has a Brand B connection and who stays nearby, they all complained about Brand B. They were having network issues and even when you call them, it's mostly unreachable�
- �This part of the road always faces a problem with Brand B, and this has been going on for ages.�
Segment performance is average on SIM usage but high customer dissent across KYC and adherence to data privacy
Q2 - Was purchasing and usage of the SIM card seamless for me?
Voice of customer insights
Ìý
Customers value network strength and consistency during usage �
- "I switched from Brand A to B because the network service that B is giving is much better. Brand A was having a lot of network issues and glitches�
- �In today's life, nobody has time to just see that circle loading and loading. We all are living in a fast-paced life and we want to see the network also being fast paced.�
Customers prefer ease of access for value-add services �
- �I don't have the time to listen to offers. When I recharge my phone, there is a section which is customized for you and there I can find convenient offers.�
Customers do not believe providers deliver on data privacy �
- �I don't think any provider offers good data privacy. It's more about the phone. My Samsung phone receives more spam calls than my iPhone, even though both have Brand A networks.�
Customer satisfaction is high around basic functionalities of SIM; potential for differentiation exists across add-on services
Q3 - Is it convenient for me to regularly access and avail all network services?
Voice of customer insights
Ìý
Along with KYCs and logins enabled via OTP, proactive support on lost SIM and locking the number is appreciatedÌý–Ì�
- �My SIM card got stolen once. The process of getting a new SIM was pretty smooth. I got my SIM activated again in two hours.�
Quality of resolution and customer support creates an impact on customer experience during post-purchase –�
- �Bad service or not addressing customer complaints can break trust�
- �Brand B had poor network coverage and didn't address my complaints, so I switched to Brand A�
- �I have been using Brand A for seven years, and I have never had to raise a complaint till today.�
Striking the right balance between delighting the customer and the cost of servicing them is key to maximising value
Performance of the segment on the prioritised experience attributes
Customers are increasingly valuing next-gen connectivity, including enhanced 5G speeds, and secure, reliable networks
- With the rollout of 5G, the focus is on high-speed, low-latency services and innovative applications like augmented reality (AR) and virtual reality (VR) services
- Operators are investing in advanced cybersecurity measures and network infrastructure to provide secure services
Personalisation and digital transformation are driving a revolution in the network sector
- Operators are leveraging big data and AI to offer tailored plans and targeted promotions based on user preferences and behavior
- The focus is on adoption of chatbots, mobile apps, and self-service portals to improve customer convenience and satisfaction
Commitment to sustainable practices is influencing purchasing decisions
- Network operators are aiming to reduce their carbon footprint, meet regulatory demands, and appeal to eco-conscious customers
Customer retention is low for telecom with 44 per cent switchers seeking better service and online usage experience
Customer segmentation based on satisfaction and loyaltyÌý
(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.
46 per cent of customers are extremely satisfied with the brands they are currently associated withÌýâ€�
- Customer advocacy is significantly boosted by offering attractive loyalty programs
- Affordable and transparent pricing, combined with high-quality service, ensures that customers feel they are making a wise investment.
44 per cent of customers may switch to an alternative network operator if their expectations are not met �
- The brand is failing to maintain its reputation as a trusted operator
- Poor service quality, including frequent outages, slow data speeds, and inadequate customer support.
The ability of the segment to perform on CX requirements is 75/100 , with the need for improvement on the ‘Expectation� pillar
Performance across the ÀÖÓ㣨Leyu£©ÌåÓý¹ÙÍø in India's Six pillars of Customer ExperienceÌý
(Weightage of the pillars to the overall experience requirements)
‘Expectation� (24 per cent) and ‘Personalisation� (20 per cent) are the key pillars of experience while making a purchase decision
Operators can meet customer expectations by �
- Offering flexible and economical mobile plans and services
- Expanding the breadth of offerings to comprehensively address diverse customer needs
- Investing in infrastructure to ensure robust network coverage across all desired regions.
Operators can improve on the ‘Personalisation� pillar by �
- Adding loyalty programs with compelling benefits to foster customer engagement and retention
- Tailored recommendations using AI algorithms for plans, services, and content based on individual user profiles.
Customer’s willingness to pay more is highest across the leading pillars of � Expectation� and ‘Integrity�
Top experience attributes influencing the customer’s willingness to pay
An individual’s willingness to pay a premium is driven by immediate needs. As today’s customer evolves, the focal aspects of premiumisation has shifted from functionality to experience. This aspect may translate as personalised convenience, focus on digital wellbeing or even exclusivity in customer support.
Trust in operator drives the spend
- 35 per cent of customers prioritise a trusted brand while availing add-on/value add services from their network operator
- 25-27 per cent of the customers are motivated to pay a premium when they trust that their expectations will be met
Wide range of offerings and high service quality influence customers to pay premium
- 22 per cent of customers will pay more for wider range of packages/plans
- 25-27 per cent of customers are willing to pay a premium for operators offering high quality service across sales staff and customer support
- 21 per cent of customers will pay more for network operators offering good signal strength across a wide region.
Our customer experience (CX) insights across sectors
Key Contacts
Nikhil Sethi
National Leader Consumer Goods and Co-Lead Customer & Operations
ÀÖÓ㣨Leyu£©ÌåÓý¹ÙÍø in India
Purushothaman KG
Partner, Head Technology Transformation and Sector Head - Telecommunications
ÀÖÓ㣨Leyu£©ÌåÓý¹ÙÍø in India
- This content sets forth the views of ÀÖÓ㣨Leyu£©ÌåÓý¹ÙÍø based on the completeness and accuracy of responses received from the participants and any assumptions that were included. If any of the responses is not complete or accurate, it could have a material effect on our conclusions.
- In accordance with its policy, ÀÖÓ㣨Leyu£©ÌåÓý¹ÙÍø advises that neither it nor any partner, director or employee undertakes any responsibility arising in any way whatsoever, to any person in respect of the matters dealt with in this content, including any errors or omissions therein, arising through negligence or otherwise, howsoever caused.
- While preparing the content, we have assumed the authenticity of all the responses or information referred or provided. We have not independently verified the accuracy, completeness, correctness or authenticity of the same. We assume no responsibility for content or any responses or information referred or provided.
- We have not performed an audit and do not express an opinion or any other form of assurance. Further, content is not intended, nor should it be interpreted to be legal advice or opinion.
- In connection with the content or any part thereof, ÀÖÓ㣨Leyu£©ÌåÓý¹ÙÍø does not owe duty of care (whether in contract or in tort or under statute or otherwise) to any person or party to whom the content is circulated to and ÀÖÓ㣨Leyu£©ÌåÓý¹ÙÍø shall not be liable to any party who uses or relies on this content. ÀÖÓ㣨Leyu£©ÌåÓý¹ÙÍø hereby disclaims all responsibility or liability for any costs, damages, losses, liabilities, expenses incurred by such third party arising out of or in connection with the content or any part thereof.
- The content contained herein is of a general nature and is not intended to address the circumstances of any particular individual or entity. Although we endeavor to provide accurate and timely information, there can be no guarantee that such information is accurate as of the date it is received or that it will continue to be accurate in the future. No one should act on such information without appropriate professional advice after a thorough examination of the particular situation.
- By reading the content the reader shall be deemed to have accepted the terms mentioned hereinabove.
ÀÖÓ㣨Leyu£©ÌåÓý¹ÙÍø Assurance and Consulting Services LLP, Lodha Excelus, Apollo Mills Compound, NM Joshi Marg, Mahalaxmi, Mumbai â€� 400 011 Phone: +91 22 3989 6000, Fax: +91 22 3983 6000.
© 2025 ÀÖÓ㣨Leyu£©ÌåÓý¹ÙÍø Assurance and Consulting Services LLP, an Indian Limited Liability Partnership and a member firm of the ÀÖÓ㣨Leyu£©ÌåÓý¹ÙÍø global organization of independent member firms affiliated with ÀÖÓ㣨Leyu£©ÌåÓý¹ÙÍø International Limited, a private English company limited by guarantee. All rights reserved.