YouGov：2022年全球电信行业白皮书（英文版）（59页）.pdf

1、LOYA LT Y I N T E LC O R E P O R T 2 0 2 loyalty in telco:a global perspectiveLOYA LT Y I N T E LC O R E P O RT 20 2 2Inside040304104055575858DataSummaryGreen mattersSection 3:Deep dive into relationship consumers have with network providersSection 2:Exploring the loyalty drivers of cell phone purch

2、asingSection 1:Sizing telco loyalty segments40IntroductionLoyalty in Telco Report 202202IntroductionA sector with dynamics that are notoriously complex to navigate,telco presents several challenges for companies and marketers to address across the regions.With churn rates in the low percentages,we w

3、ould assume brand loyalty to be the main reason for customers sticking with their current choices,and the advantage of well-established brand names to be a solid pillar.However,the telco sector has faced challenges in recent years.Smartphone innovation has slowed,many people are holding onto their d

4、evices for longer,and during the pandemic,fewer consumers across the world prioritized replacing,or upgrading their phones,or telecom service providers.As we transition out of the pandemic,it will be important for telco marketers to understand how consumers plan to approach their next cell phone and

5、 carrier review and explore the main reasons that will encourage them to switch,or stick.Focusing on retention will be key for all companies in the telco space.Cell phone producers and suppliers will have to work on creating valid motivations for customers to upgrade,and carriers will have to improv

6、e their offering while keeping an eye on possible new incumbents.At the same time,in a market of such scale in which small percentage gains can create significant revenue increases,seizing the opportunity to attract those who are considering a switch,will be vital for brands that want to grow in thi