APAC leads by prepaid customer experience

Dylan Bushell-Embling
26 Jul 2013

China, Indonesia and Singapore rank highest in the world for prepaid mobile customer experience in the retail and call center channels, according to KPMG.

The professional services company recently conducted a mystery shopping study of the $770 billion prepaid market, testing the customer experience across 106 providers in 25 countries.

The report also finds that MVNOs are outclassing operators when it comes to the online customer experience – although only 45% of service providers overall are selling prepaid services online.

Given the size of the Asia-Pacific mobile market and the high proportion of prepaid customers, APAC countries dominate the top 10 list when it comes to the retail customer experience.

Besides China, Indonesia and Singapore, The Philippines, New Zealand, Thailand and India all made the top 10 list.

Globally, the average retail customer experience wait time is 5 minutes. The longest wait times were observed in the UAE and New Zealand, and the shortest in Indonesia, Canada and Nigeria.

“In well matured markets such as Australia and Singapore, it comes as no surprise that mobile operators are recognizing the need to improve and differentiate their customer service offerings,” KPMG Australia head of media and telecom for APAC Peter Mercieca said in the report.

Asian operators' performance when it comes to call center wait times and agent assistance was more mixed, but APAC nations still feature heavily in the top 10 rankings.

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