For example, we identified considerable scope for using online chat to improve the customer experience. This facility was offered by only 40 percent of operators sampled and, in many cases, wait times were excessive or the chat application functioned poorly.
We also uncovered some highly innovative business models: a UK MVNO, for example, that runs its entire operations online and even depends on its users for new product and service ideas, for answering support queries and for recruiting new customers.
Similarly, an Australian MVNO has no retail outlets or contact center: it makes its SIMs and customer service available only through online channels with an emphasis on social media.
- David Oliván
Director, KPMG in Spain
The study found that many operators did not make use of online channels for cross-sell and up-sell and KPMG International recommends they follow the lead set by companies like Amazon.com to make better use of online customer interactions.
For many MVNOs, online is the primary customer contact channel and operators are pushing prepaid customers to online to save on contact center costs, so it is essential that customers have a good online experience.