巴西电信行业用户满意度分析

© Oliver WymanThis is the second in a series of seven Oliver Wymanarticles on Brazilian consumer profilesand trends in relation to telecoms services. The series is based on a survey conducted withmore than 3,000 respondents selected to represent population diversity in terms of age,income and geography.The pursuit of customer satisfaction has always been a continuous challenge fortelecommunications providers. This article aims to analyze consumer satisfaction withthe leading companies in the sector, using NPS (Net Promoter Score) to quantify thislevel of satisfaction.BRAZIL LEADS IN FIXED INTERNET SATISFACTION AND IS SLIGHTLY ABOVETHE INTERNATIONAL AVERAGE FOR MOBILEBrazil leads in user satisfaction with fixed internet services, as measured by the NetPromoter Score (NPS), with a significant advantage over the other seven countries in oursurvey. In mobile services, Brazil has satisfaction levels slightly above the internationalaverage but lags behind the United States, Germany, and the United Kingdom.Exhibit 1: NPS telecom, Brazil vs. other countriesNPS from -100 for absolutely not recommended to 100 for absolutely recommendedMobile serviceHow likely are you to recommendyour current or previous mobilephone provider?FixedinternetHow likely are you to recommendyour current or previous fixedbroadband provider?US3332302929average26average21212016GermanyUKBrazilItalySpainFranceUSGermanyUKBrazil3923232120181412ItalySpainFranceAustraliaAustraliaSource: Oliver Wyman analysis © Oliver WymanTo interpret the results in fixed internet, we raise two hypotheses: (i) high service qualityresulting from the rapid adoption of fiber and (ii) transparency and simplicity of the offers.Meanwhile, the more modest results in mobile are possibly due to data cap mechanisms,inaddition to the significant relevance in Brazil of the prepaid segment, which is anoffending component due to its worse cost-effectiveness, as we will see in thisarticle.IN SATISFACTION, COST-EFFECTIVENESS IS THE KEY(NOT PRICE)We observe a direct and positive relationship between NPS and the price of the mobileoffering, and between NPS and the speed of the fixed internet offering. These resultshighlight the importance of the service’s cost-effectiveness for user satisfaction. Despitepaying higher amounts, customers with better offerings are, on average, more satisfiedwith their service provider.Exhibit 2:NPS based on price (for mobile) and speed (for fixedinternet)NPS from -100 for absolutely not recommended to 100 for absolutely recommendedMobile serviceHow likely are you to recommend your current or previous mobile phone provider?Fixed internetHow likely are you to recommend your current or previous fixed broadband provider?0-29>300-3940-59>600-5960-119>119PrepaidControl Postpaid1031182832252840262933PrepaidPostpaidControlOffer pricein R$/mêsOffer<5050-99100-199200-299 300-399 400-499 500-999>1000CopperCableFiber832343844122548Internet speedin MbpsTechnology536351Source: Oliver Wyman analysis © Oliver WymanThese results underscore the relevance of customer base monetization initiatives. In additionto the benefits of increasing ARPU (average revenue per user), upselling actions prove to be animportant tool for enhancing satisfaction, leading to subsequent gains in customer retentionand longevity. They also contribute to organic customer acquisition through word of mouth,assatisfied customers are more likely to referothers.Lastly, another important point is the difference in results between fixed technologies —fiber shows significantly higher satisfaction compared to customers served with copper orcable. To a lesser extent, a similar effect is observed in mobile, where postpaid plans yielda higher NPS compared to control and prepaid plans.CONCLUSIONBrazil performs well in terms of user satisfaction in the telecommunications sector whencompared to other developed countries. In managing this satisfaction, the cost-effectivenessof offerings is now one of the key drivers. As a result, monetization efforts become evenmore relevant, not only for increasing the invoice value but also for their positive side effectsin boosting customer satisfaction and subsequent higher retention, ultimately creating acompounded gain in customer lifetime value. In a current telecommunications landscapewith declining margins and returns, this is a lever that cannot be underestimated. Oliver Wymanis a global leader in management consulting. With offices in more than 70 cities across30 countries,Oliver Wymancombines deep industry knowledge with specialized expertise in strategy, operations,risk management, and organization transformation. The firm has more than 6,000 professionals around the worldwho work with clients to optimize their business, improve their operations and risk profile, and accelerate theirorganizational performance to seize the most attractive opportunities.For more information, please contact the marketing department by phone at one of the following locations:Americas