We put our Text Analytics to work, analysing online user-generated content that could help telecommunication companies strengthen their communication strategy with clients. Our analysis focused on what telco customers talked about the most across different touchpoints throughout the entire customer journey so that we can present you some trending topics.
For a few weeks, we gathered data from users on Twitter and forum platforms. Our key focus was tracking the sentiment of each user engagement on telco-related topics across the EU markets. We broke down our research on few dominant topics that drove the most engagement throughout the outbreak period, as measured by frequency of mention.
1.
SENTIMENT ANALYSIS
The telecommunications brands have been using Twitter as a prime source for getting real time feedback from customers for some time now. They didn’t, however, receive a massive engagement during the first weeks of the coronavirus crisis. There was an increase in the daily average comments towards telco brands since the beginning of the lockdown period across the EU. However, we did observe a slightly negative shift in sentiment across most brands.
2.
Installation
SELF-INSTALLATION
#trend: The self-installation alternative is quite attractive. Customers demand maintenance-free installation products and services, and having clear, concise and comprehensive instructions to go through the process of self-installation on their own.
Users have shared they recognise the self-installation alternative as a rather attractive one. Most positive comments shifted towards the quickness and ease of the installation process.
The self-isolation period forced customers to seek further assistance to do the majority of the work themselves. Most of the comments mentioned strong appreciation to have options for maintenance-free installation products and services, and having clear, concise and comprehensive instructions to go through the process of self-installation on their own.
I’m very pleased I managed to go through the installation process myself. Took me a few minutes, but saved me a ton of worrying and time to arrange the technician visit at my house. The comprehensive instruction guide helped a lot. Super-fast delivery.
3.
Equipment
DEFFECTIVE EQUIPMENT
#trend: Increase in the negative comments towards defective equipment. As most people used to spend a fair amount of their time in a remote office location, the demand for better- quality products and services has significantly increased.
Most people with internet-based jobs had to turn their homes into fully functioning office spaces. Whilst most used to spend a fair amount of their time in a remote office location, the demand for higher quality of products and service significantly increased. Defective equipment is a key trigger of negative comments.
My connection is very unstable. I’m unable to perform simple day-to-day work tasks, which ultimately affects my performance on my job.
4.
Pricing
#trend: People have become more sensitive towards pricing even if the quality of service is outstanding. Customers expressed their willingness to stay with their current TELCO provider, as long as they get a fair deal within their budget.
COVID-19 had a destructive impact on the world’s economy. People who lost their jobs because of the outbreak became more aware of their finances and spending, hence most of their comments were pointed towards lower prices for the telecommunication services they get. Customers expressed their willingness to stay with their current TELCO provider, as long as they get a fair deal within their budget. Tailored offers are a winning strategy.
The service was fine, the pandemic ruined it all for us!
5.
Brand Competitors
#trend: Switching the current provider with competitive one is less likely largely due to self-isolation. Such situation creates an opportunity to convert unhappy customers into loyal ones and prevent churn. Investment in churn-preventing programs is a win strategy.
Albeit a lot of consumers were talking about daily hurdles such as troubles with their connection and bad equipment, a significantly lower number discussed switching their current telco provider with a competitive one. Many shops were closed and people were self-isolating, but there were almost no mentions about people switching. The lockdown period created a flourishing environment for churn-preventing programs.
6.
Customer Service
KNOWLEDGE & COMPETENCE
#trend: Exemplary customer service magnifies customer satisfaction, and further, empathetic customer service is even more valued.
Users talk about past call centre experiences. With a strong anxiety of having to call for help, they are now raving with strongly positive reviews when they experience excellent customer service. Brands report people demanding more information and transparency. With strong appreciation for empathy and humility, many leave positive feedback once they are taken excellent care of. Exemplary customer service magnifies customer satisfaction, and further, empathetic customer service is even more valued.
I was having such a bad day, and a nice lady helped me resolve an issue I had with my router.
7.
Exit
#trend: Interruptions in the connectivity and slower speed were the prime reason to consider switching telco providers.
Exit-related comments were mainly detected when customers expressed their dissatisfaction with the quality of telco service. For working from home people, interruptions in the connectivity and slower speed were the prime reason to consider switching providers. Others, whilst in anticipation of bad service, but have received an excellent one in return, were pleasantly surprised.
Customers do understand that the current situation affects the quality of service.
8.
Help & Communication
#trend: People are demanding companies to be more comprehensive in providing information. Using multichannel ways of communication is crucial.
Communication: People are demanding companies to be more comprehensive in providing information. Using multichannel ways of communication is crucial.
What’s next?
THE WAY FORWARD
#trend: Both businesses and customers are expecting flexibility from their telco providers for both services and products.
The outbreak changed our dynamics. More businesses are adopting work-from-home policies. The urgent need for a change in the way we work, interact and consume, forced people to make major lifestyle changes. With telecommunications providers being a major force amidst the crisis, future business development trends suggest focusing on reducing churn and turning current unhappy clients into loyal customers, rather than investing into a full stack of marketing activities to win over new clients.
