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23 January 2004 - Current usage of wireless service
provider’s web sites for e-services is low, according
to a recent survey by In-Stat/MDR. In a market
where competition is becoming more and more heated,
e-services is one area that wireless carriers
can focus on to set themselves apart from the
rest of the pack. By utilizing e-services, carriers
can automate many functions that are currently
handled by real people. This automation will result
in a decrease in direct costs paid by the carriers,
and an increase in customer satisfaction, which
can help to reduce churn rates. The high-tech
market research firm suggests that areas where
wireless service providers should focus their
efforts include: checking minute usage, checking
coverage maps, viewing current bills, changing
cellular service plans, and setting up features
like voice mail and other voice services.
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This latest survey of In-Stat/MDR’s Wireless Panel,
which captured cellular subscribers’ attitudes
toward their experiences with their wireless service
provider’s Web sites, also found the following:
- Some carriers have done a better job in encouraging
e-service usage than others. Sprint’s subscribers
use e-services more than any other carrier. Their
customers are also most satisfied with their carrier’s
Web site. Nextel’s customers also rely on their
carrier’s web site to a fair extent.
- Web sites are becoming more important to wireless
service providers. A respectable amount of respondents
say that their carrier’s web site’s ease-of-use
and usefulness is important to their selection of
a carrier, and to their overall satisfaction with
their carrier. Current satisfaction with both of these
attributes is rather poor.
This Market Alert is drawn from the In-Stat/MDR report,
"Wireless
Service Providers: Taking e-care of Business",
which captured cellular subscribers’ attitudes
toward their experiences with their cellular provider’s
web sites, especially for "e-services," such
as on-line customer care and billing. This report details
the percentage of people that currently use their cellular
carrier’s web site, the types of activities that
they commonly perform on these web sites, and their
satisfaction with this interaction. It also details
the types of capabilities that people would like to
have on their service provider’s web site. Additionally,
it provides this information by carrier, so that each
wireless provider can see the activities that their
own customers would like to perform on their web sites.
Finally, it details the importance of ease-of-use and
usefulness of a carrier’s web site to a user’s
selection of a carrier, and to their overall satisfaction
with a particular carrier.
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