Verizon took first place for Overall Customer Experience, while O2 (UK), Optus (AUS) and Vodafone (UK) rounded out the top tier of the inaugural Keynote Customer Experience Rankings for International Mobile Operator Sites.
The study revealed that when tested by actual customers Verizon's website performed significantly better than all other sites in the study for Customer Satisfaction.
Other key findings include:
- Research Product Satisfaction is the most important aspect of the customer experience, predicting brand perceptions and loyalty
- Help and Support, View Bill and Usage Satisfaction, Ease of Purchase Process, Product Offerings, Site Organization, Search Satisfaction, and Site Performance are also key drivers for brand and loyalty.
"When it came to shopping for products, the sites that made it as easy as possible to search for, locate and compare mobile product offerings online generated the highest brand affinity and purchase likelihood," said Chris Musto, general manager of the Keynote Competitive Research group at Keynote.
"The ability to research and learn about product offerings through clear, helpful product descriptions accompanied by high resolution images and supported by online chat functionality, predicted success both from the customers point of view and from the mobile operators perspective, whether in Australia, Europe, Japan or the United States."
The study is part of the work performed by Keynote Competitive Research, the competitive research group within Keynote. Winners of Keynote Competitive Research studies are invited to participate in the company's Online Excellence Program which recognizes the "best of the best" websites as ranked in the studies. The rankings are based on responses from real users, who were observed as they accomplished tasks on each of the sites studied, as well as real data collected through Keynote website monitoring to assess the technical quality of the sites. For each study, Keynote recognizes the companies with the overall top ranking, as well as those exhibiting excellence in specific categories.
For the Customer Experience portion of the study, Keynote observed and conducted online interviews with more than 2,107 mobile customers as each interacted with the website of one of 11 leading international mobile operators: AT&T (US), Au (JP), NTT DOCOMO (JP), Optus (AUS), Orange (FR), O2 (UK), SFR (FR), Telia Sonera (SE), Telstra (AUS), Verizon Wireless (US), and Vodafone (UK). Participants were asked to evaluate the company with which they have mobile service and an online account.
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