Customer retention poses a significant and continuous challenge for telecommunications operators on a global scale. This article aims to explore the factors influencing consumers’ inclination and motivations to change their telecom service providers.
Brazilian consumers exhibit a notable inclination to change telecom providers, yet only a third are actively contemplating such a switch within the next 24 months. This discrepancy can be attributed to various factors, including insufficient dissatisfaction, limited awareness of alternatives, contract penalties, and affordability concerns.
Journey across Brazil’s diverse regions
Looking at the national context, the willingness to change telecom operators can fluctuate significantly across Brazil’s various regions. There can be up to a 15% difference for fixed broadband and a 7% difference for mobile services. Notably, the regions of north, northeast, and centre-west, characterized by less extensive and robust telecom infrastructure, exhibit the highest proclivity to switch providers.
The primary factors influencing consumer telecom choices
Price and speed consistently emerge as the top factors driving customers to consider switching providers. In the mobile sector, where network coverage is widespread in urban areas, price takes precedence due to uniform quality. In contrast, fixed broadband customers prioritize speed, influenced by service differentiation and monetization linked to higher speeds.
When examining income brackets alongside decision factors for switching providers, a clear correlation between purchasing power and decision criteria becomes evident. As expected, as customers’ income rises, the critical factor shifts from price to speed. This shift occurs at different income ranges for mobile and fixed broadband services.
Unlocking customer loyalty by crafting a distinct value proposition in telecom
To foster customer loyalty, operators must address these aspects comprehensively and craft a unique value proposition. To avoid devaluing their offerings through price reductions, operators must prioritize alternative strategies like convergence, premium services, improved customer experiences, and loyalty programs. While speed is crucial, not all users require maximum speeds, particularly in the fixed broadband sector.
