Wednesday, June 25, 2014

The influence of social - New views from the 2014 IBM Global Telecommunications Consumer Survey

The key findings from our most recent global telecommunications consumer survey can be summed up in two words: Social disruption. The study clearly validates the population of social networking, instant messaging, microblogs, Internet video and other over-the-top (OTT) communication applications. In addition, it underscores the challenges new conversation channels create for communication service providers (CSPs).

However, it also reveals important information about consumers’ spending priorities, how they make provider-related decisions, their loyalty triggers and more. CSPs can use this information to drive brand passion and develop new strategies for top-notch customer service – including more self-service options. In addition, CSPs can take advantage of consumers’ willingness to collaborate on product and service improvements – and use the rising popularity of social media to do so.

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