WITH THE MAJORITY OF Canadian telecom customers not loyal to one brand, telecom providers must be there in the critical moments when customers begin to ponder switching, says new data from Google.
According to Game of Switchers: The Telecom Opportunity in Canada, the average Canadian takes 33 days to think about, research, and ultimately buy a wireless or residential telecom service. The first 27 of those days are spent researching on their own, especially online, and the final six actually buying. Telecom brands that get in front of these customers during the critical “micro-moments” when customers begin their research have a strong chance of winning them over.
The study says that telecom providers’ e-commerce capabilities must keep pace with rising consumer expectations, especially in high-demand moments when new phones are released. In addition, over one quarter (27%) of customers who switched did so after moving residences, while over half (7 in 10) say that they are open to switching if contacted by a competitor during a time when they need help with their current service.
“Driving growth in the incredibly competitive Canadian telecom industry requires ingenuity and keeping a keen eye on customer behaviours”, continues the study. “By the time a customer is ready to call a rep or walk into the store, it's often too late. Providing useful, mobile-friendly content when customers need it most is key to winning the telecom micro-moments that matter.”
