Ideas & musings about consumer behaviour

How does UK mobile phone providers’ digital performance compare to providers from other countries?

Author: Marie Sheehan

In Q4 2014 Global Reviews conducted a multi country study into the Digital Sales Effectiveness (DSE)* of mobile phone providers.

As part of this study we placed a number of different ‘in market’ consumers (pre-qualified customers with intent to buy a mobile phone subscription within the next 90 days) on the websites of 16 phone mobile providers across Australia, New Zealand, UK and USA, and measured how effective they are at meeting customer’s needs and ultimately driving them to an online purchase.

International Mobile Phone providers included in Global Reviews DSE study Q4 2014

 

Top Performers per Geographical Territory
The average customer experience dashboard score across these international mobile phone providers is 52%

USA:
Verizon comes out on top with a score of 59%

UK:
Vodafone UK has the highest score (59%) in this region with Tesco Mobile (52%) being a strong performer in a number of key categories.

Australia:
With a score of 63% Optus out shines all other providers internationally.

Fig 2. Overall DSE Score by Mobile Phone Provider and Geographical Territory Source: Global Reviews International Mobile Phone Providers Digital Sales Effectiveness Study Q4 2014

Fig 2. Overall DSE Score by Mobile Phone Provider and Geographical Territory
Source: Global Reviews International Mobile Phone Providers Digital Sales Effectiveness Study Q4 2014

 

New Zealand: Strongest Performance
UK: Underperforming

Each of the lines on this graph (Fig 3) represent the industry average on a geographical basis through the each of the stages in the mobile phone subscription consumers’ purchase pathway – from ‘initial engagement’ to ‘check out’.

Fig 3. Industry performance by geographical territory  Source: Source: Global Reviews International Mobile Phone Providers Digital Sales Effectiveness Study Q4 2014

Fig 3. Industry performance by geographical territory
Source: Source: Global Reviews International Mobile Phone Providers Digital Sales Effectiveness Study Q4 2014

The UK figures (in red) show that the UK providers are underperforming when you compare them to other providers across APAC and the US. Particularly in the ‘initial engagement’ stage as there is a very large gap between the UK (53%) and New Zealand (70%)

In fact, on average there is a stark difference between UK mobile phone providers (the weakest at each stage of the journey) and the top performers.

Fig 4. Percentage difference between UK scores and those of the top geographical performer Source: Global Reviews International Mobile Phone Providers Digital Sales Effectiveness Study Q4 2014

Fig 4. Percentage difference between UK scores and those of the top geographical performer
Source: Global Reviews International Mobile Phone Providers Digital Sales Effectiveness Study Q4 2014

It is also noteworthy that there is a general industry pain in the ‘facilitating decisions’ (the ability of the sites to further assist in the customer’s decision making process before committing to purchase) and ‘evaluating options’ (matching options to their personal needs ) stages.

Research Calendar
The next Global Reviews International Mobile Phone Providers Digital Sales Effectiveness Study will be fielded in May 2015. If you would like to know more, please contact us

 

* The Global Reviews Digital Sales Effectiveness (DSE) programme focuses on the Consider and Act stages of the online purchase journey.

DSE circles

Through a proprietary, task based methodology; we invite ‘In market’ consumers to visit and experience the customer journey on your site.
We also measure the performance of your competitors’ sites in a similar fashion with a separate group of ‘In market’ consumers. This enables us to benchmark the performance of your brand within the marketplace and against the competitive landscape. We can tell you why some customers abandon the purchase journey on your website and complete purchase with a competitor.
We can provide you with a totally unique insight into how ‘In market’ consumers research and make decisions about your brand, your products and your competitors online and will help you to answer the following strategic digital sales questions:

1. Is your online sales journey more effective at converting prospective leads than your competitors?
2. Where do you need to focus resources to maximise online sales and customer experience?
3. Does your website meet best practice customer experience design for that product purchase journey?
4. How much effort is it to buy from you online?

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