Customer channel preference analysis

Made By:Abhijeet Kumar

Introduction
The basics of all business starts with the understanding the needs and preference of the customers. their propensity and willingness to buy particular products or services. The best revenue can only be generated by understanding the current requirements and changing trends of customers.

Objective

Assessing

customers channel preference for prepaid mobile offers.

Key areas covered

To understand the customer insight for channel preference. Language that is most appropriate as far communication of new offer is concerned. To study the duration of response after the communication is done. To understand which operator is used by the customer and why he/she is using that operator. The reason to leave the previous operator.

Market Survey

Survey was done in two phases considering the sample size of 30 each. In first phase 30 students were surveyed. In other phase 30 walk-in customers were surveyed.

Results

Inference of students survey

75% students prefer SMS based communication for new offers rather than IVR, posters and USSD. The reason given for SMS was that it does not disturb while working and saved SMS can be used for future reference. The preferred language for communication is English.

Inference about the recharges

More than 50% students go for tariff discounts and talktime offer than the minutes offer. 75% students go for the e-recharge followed by paper recharge. More than 60% students go to random retailers for recharges. More than 50% students go for 50-100 rs recharges.

Contd

They normally respond within 2-3 days after communication of new offer is done.

Reasons to leave the operator

Students consider Airtel as costly network operator. Some gave the reason that they activate VAS services without informing the customer. Students are leaving the Idea due to its poor connectivity. Reliance due to its bad customer service.

Results

Inference of walk-in customers survey

Almost 30% people prefer SMS based communication and 40% people prefer IVR( automated calls) and rest prefer posters for new offers. The reason given by them is that they prefer offers in their native language only. 50% people prefer Marathi followed by Hindi and then English. Duration of response is within 2-3 days after communication is done.

Inference about the recharges

More than 60% customers go for talktime offers than tariff discounts and minutes offer. 55% go for the e-recharge followed by the paper recharge. 65% customers go to random retailers for recharges. Customers usually go for 50-100 Rs recharges.

Reasons to leave the operator Customers are leaving Airtel because they
activate any service without informing due to which customers are leaving. Customers are leaving Idea due to its poor connectivity specially during the traveling hours. Customers are leaving Reliance because of declining customer service.

Thank You