Three-quarters of customers surveyed in Salesforce’s Communications Industry Report said they would likely get wireless (78%) and cable (76%) services from non-traditional providers to a technology provider like Google.<\/p>\n
A growing number of cable customers will also no longer rely on traditional providers, with many opting for streaming entertainment services (33%) and wireless internet access (20%).<\/p>\n
The report highlights the importance of customer experience and why it remains a key factor for customer retention.<\/p>\n
While less than half of U.S. households are expected to have traditional cable services by 2023, 33% of customers who no longer purchase these services from traditional providers said they have done so in favour of streaming services such as Netflix, Hulu and Amazon. 20%<\/p>\n
20% reported switching to wireless-only connectivity including 5G home internet directly from their cellular devices.<\/p>\n
While customers are looking elsewhere, they are also looking for streamlined online channels and improved personal experiences. In this case, more than half of respondents (51%) prefer online stores, while 64% said they had used their provider’s website in the past month.<\/p>\n
Another customer need is the fact that customers want good service at every touchpoint without having to threaten the communication provider with ditching their platform.<\/p>\n
The values of the company are also important for customers, and new technologies can also lead companies to new opportunities.<\/p>\n
The report highlights the need to build trust and reduce customer dissatisfaction by focusing on the customer experience.<\/p>\n