Wireless Carriers Lack Gen Y Loyalty

I recently published a report called Customer Relationship Snapshot: Wireless Carriers that examined how consumers feel about their current relationship with wireless carriers. We asked nearly 5,000 US consumers a series of questions and analyzed the data across 5 generations of consumers: Gen Y (18-27 years old), Gen X (28 to 41), Younger Boomers (42 to 51), Older Boomers (52 to 62), and Seniors (63+). Here are some of the major findings:

  • Interactions with wireless carriers meet their needs
    • Highest rating: Gen Y (84%)
    • Lowest rating: Seniors (75%)
  • Likely to purchase another product from current provider
    • Highest rating: Seniors (83%)
    • Lowest rating: Gen Y (70%)
  • Likely to remain with current provider
    • Highest rating: Seniors (79%)
    • Lowest rating: Gen Y (57%)

The bottom line: Wireless carriers have a Gen Y loyalty problem

Written by 

I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

One thought on “Wireless Carriers Lack Gen Y Loyalty”

  1. As I work with wireless carriers, I think this is the loyalty opportunity. The situation is pervasive across channels, and experiences – most wireless carriers have customer unfriendly policies and approaches affecting Gen Y’ers.

    Someone within hese companies surely must recognize that these are among the most heavy service consumers, most device-savvy consumers, and among the most sophisticated shoppers. (If not, there is a host of Forrester articles and generic business news that can make that case quite quickly.)

    Most providers are a day late and a dollar short -the contracting period, the heavy upfront fees, the sales process, the way customer service is delivered are all broken for the Gen Y customer experience.

    Additionally, the shopping experience – which could present something truly engaging – is dated and tired (who wants tethered phones, inexperienced sales associates, and to buy a technology experience in an environment that is anything but? Incrementally, the seamless ability to move from the web2store2web is utterly lacking.

    These devices enable the digital lifestyle – why don’t the experiences that surround them?

    Last, and among the most important, there is an overwhelming need to throw away the old views of customer insight in wireless. We know more about our customers than ever – data is not in short supply. Yet, we still focus on ARPU – and not on engagement, connectedness (both within a personal network and within the greater eWorld), deep device/service usage, technology adoption/leadership and empowerment. These fundamental, nearly seismic shifts are critical to redesigning the Gen Y (and evolving tween) experience before some new carrier swoops in and actually delivers.

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.