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コネクテッドコンシューマー調査:固定ブロードバンド顧客の維持

The Connected Consumer Survey 2015: Fixed Broadband Customer Retention

発行 Analysys Mason 商品コード 324554
出版日 ページ情報 英文 41 Slides
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コネクテッドコンシューマー調査:固定ブロードバンド顧客の維持 The Connected Consumer Survey 2015: Fixed Broadband Customer Retention
出版日: 2015年02月13日 ページ情報: 英文 41 Slides
概要

当レポートでは、フランス、ドイツ、ポーランド、スペイン、トルコ、英国、米国の固定ブロードバンドユーザーから、サービス利用の状況、好み・優先項目、今後の利用計画などを調査し、解約の要因、顧客満足度の主な基準、主要事業者のNPS (ネットプロモータースコア) 、解約低減のためのバンドリング戦略などについてまとめています。

エグゼクティブサマリー

  • 価格は固定ブロードバンドサービスの解約の主要要因だが、速度、信頼性、コストパフォーマンスも重要
  • 顧客サービスはNPSともっとも深い関連性を持つ
  • サービスによる解約率の違い:オペレーターはすべてのサービスの解約を減らすバンドルを創出すべき

提言

  • 提言

固定ブロードバンド顧客の解約を促す要因

  • 価格は固定ブロードバンドサービスの解約の主要要因だが、速度、信頼性、コストパフォーマンスも重要
  • 固定ブロードバンド サービスの選定において若年層は高齢者層より速度を優先し、価格へのこだわりが低い
  • NPSは広告表示ブロードバンド速度により向上するが、100Mbps以上のサービスは期待に沿うのが困難な場合がある

顧客満足度の主要基準

  • 顧客サービスはNPSともっとも深い関連性を持つ
  • サービスプロバイダーは高いNPSを得るために自社サービスのすべての面で満点を取る必要は無いが、低価格は不満を回避できる
  • 顧客満足度はサービスプロバイダーにより大きく異なる:高いモバイルNPSを持つプロバイダーは固定ブロードバンドでも高得点
  • AT&T:顧客サービスへの焦点が顧客をプロモーターにしているが、固定モバイル顧客は固定のみの顧客より満足度が低い
  • Iliad:固定ブロードバンドは顧客満足度が高く、低コストモバイルサービスとのルーズバンドリングで利益を得ている
  • Turkcell Superonline:顧客は総じて競合他社より高い満足度を持っている
  • Virgin Media:高速で信頼性の高いネットワーク、強力なTVサービス、信頼できるクワドルプルプレイバンドルで優位に位置づける

解約低減のためのバンドル戦略

  • サービスによる解約率の違い:オペレーターはすべてのサービスの解約を減らすバンドルを創出すべき
  • サービスバンドリングは顧客の優先事項ではない・低価格な高速サービスを得られる手段として顧客は関心を持つ
  • バンドルへのサービスの追加は顧客を保持する力を強めるが、固定モバイルバンドリングは配慮が必要
  • AT&Tの結果は、モバイルサービスの固定とのバンドリングは損な契約という顧客の認識を減らす可能性があることを示している
  • 固定モバイルバンドルは、スペインおよびフランスにおいて、顧客保持に大きなプラスの効果があった

パネル情報・調査手法

著者およびAnalysys Masonについて

図表

目次

Service bundling is not a direct priority for consumers, but operators should position bundles as a route to lower prices and higher speeds in order to attract new customers.


This report focuses on aspects of Analysys Mason's annual Connected Consumer Survey that relate to the behaviour, preference and future plans of fixed broadband users in France, Germany, Poland, Spain, Turkey, the UK and the USA.


This report provides:

  • detailed analysis of the drivers of churn
  • analysis of consumers' real-world reasons for changing provider
  • understanding of fixed broadband customers' future priorities and how this can attract competitors' customers
  • the Net Promoter Score (NPS) for the major players in each country
  • an explanation of the role that superfast broadband can play in NPS
  • qualitative information about the impact that bundling has on customer retention
  • discussion of real-world strategies put in place by companies such as AT&T, Iliad, Turkcell Superonline and Virgin Media.

SURVEY DATA COVERAGE

The survey, consisting of an online questionnaire of 137 questions, was conducted in July and August 2014 and had a total sample size of 7485 respondents, which was designed to be representative of the online population with respect to age, gender and employment status.

GEOGRAPHICAL COVERAGE

  • France
  • Germany
  • Poland
  • Spain
  • Turkey
  • UK
  • USA

Table of Contents

  • 6. Executive summary
  • 7. Price is the top driver of churn from fixed broadband services, but speed, reliability and value for money are also important
  • 8. Customer service has the closest relationship with the NPS
  • 9. Different services have different churn rates so operators should create bundles that can help to reduce churn for all services
  • 10. Recommendations
  • 11. Recommendations
  • 12. Drivers of fixed broadband customer churn
  • 13. Price is the top driver of churn from fixed broadband services, but speed, reliability and value for money are also important
  • 14. Younger people prioritise speed and are less price-sensitive than older people when selecting their fixed broadband service
  • 15. NPS increases with advertised broadband speed, but services of 100Mbps and faster may be struggling to meet expectations
  • 16. Key criteria for customer satisfaction
  • 17. Customer service has the closest relationship with the NPS
  • 18. Service providers do not need to get full marks for every aspect of their service to have a positive NPS - low prices can prevent dissatisfaction
  • 19. Customer satisfaction varies significantly between service providers: providers with high mobile NPS also scored well for fixed broadband
  • 20. AT&T: Attention to customer service has made customers into promoters, but fixed-mobile customers are less satisfied than those with just fixed
  • 21. Iliad: Fixed broadband has high customer satisfaction and benefits from loose bundling with low-cost mobile services
  • 22. Turkcell Superonline: Customers were more satisfied than those of their competitors in all measures in our survey
  • 23. Virgin Media: Strongly placed with a fast, reliable network, a strong TV offer and credible quadruple-play bundles
  • 24. Bundling strategies to reduce churn
  • 25. Different services have different churn rates so operators should create bundles that can help to reduce churn for all services
  • 26. Service bundling is not a priority for consumers, but it attracts customers when it is positioned as a route to lower prices and higher-speed services
  • 27. Adding services to a bundle generally improves customer retention, but fixed-mobile bundling does require some thought
  • 28. AT&T's results suggest that bundling mobile services with fixed can reduce consumers' perception that they are getting a ‘bad deal'
  • 29. Fixed-mobile bundles have had a significant positive effect on customer retention in Spain and France
  • 30. Panel information and methodology
  • 31. Methodology
  • 32. Panel information: France and Germany
  • 33. Panel information: Poland and Spain
  • 34. Panel information: Turkey and UK
  • 35. Panel information: USA
  • 36. About the authors and Analysys Mason
  • 37. About the authors
  • 38. About Analysys Mason
  • 39. Research from Analysys Mason
  • 40. Consulting from Analysys Mason

List of figures

  • Figure 1: Countries covered individually in this report
  • Figure 2: Reasons given by respondents who intended to change fixed broadband provider within 6 months
  • Figure 3: Linear regression model for the NPS awarded by respondents for satisfaction with five aspects of their service
  • Figure 4: Intention to churn within 6 months, mobile and TV subscribers relative to fixed broadband, by country
  • Figure 5: Average intention to churn among fixed broadband, mobile and TV customers, by country
  • Figure 6: Reasons given by respondents who intended to change fixed broadband provider within 6 months
  • Figure 7: Criteria by which respondents intend to select their next fixed broadband service, by age
  • Figure 8: Fixed broadband Net Promoter Score by advertised maximum speed of service
  • Figure 9: Linear regression model for the NPS awarded by respondents for satisfaction with five aspects of their service
  • Figure 10: NPS by respondents' satisfaction with the speed and price of their fixed broadband service
  • Figure 11: NPS for fixed broadband providers in France, Germany, Poland, Spain, Turkey, the UK and the USA
  • Figure 12: Services taken by AT&T fixed broadband subscribers in our panel
  • Figure 13: Intention to churn of AT&T's fixed broadband customers with and without mobile
  • Figure 14: Services taken by Iliad fixed broadband subscribers in our panel
  • Figure 15: Intention to churn of Iliad's fixed broadband customers with and without mobile
  • Figure 16: Services taken by Turkcell Superonline fixed broadband subscribers in our panel
  • Figure 17: Intention to churn of Turkcell Superonline's fixed broadband customers with and without mobile
  • Figure 18: Services taken by Virgin Media fixed broadband subscribers in our panel
  • Figure 19: Respondents' advertised speed by operator, UK
  • Figure 20: Intention to churn within 6 months, mobile and TV subscribers relative to fixed broadband, by country
  • Figure 21: Average intention to churn among fixed broadband, mobile and TV customers, by country
  • Figure 22: Criteria by which respondents intend to select their next fixed broadband service
  • Figure 23: Future (6-month) intentions for fixed broadband, by combination of services bought from the same provider
  • Figure 24: Intention to churn from fixed broadband provider within 6 months, by service combination
  • Figure 25: Intention to churn for customers with bundles of fixed broadband and voice, with and without mobile services, selected operators
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