Mobile digital experience – sales and customer support channels: consumer survey

This report uses the results of Analysys Mason’s Consumer survey to analyse communication channels for sales support and customer support in the mobile market. The report covers Canada, Malaysia, Saudi Arabia, South Africa, the UAE, the USA and 10 European countries.

Topics analysed

• The main channels used by different customers to interact with mobile operators 
• The split between traditional support channels (telephone, in-store and email) and digital channels (website, self-care apps and social media)
• The different combinations of sales and service channels used by consumers and how these vary by country
• The relationship between the use of traditional/digital channels and customer satisfaction metrics such as Net Promoter Scores (NPSs)

Survey data coverage

The survey was conducted in association with Dynata in July 2024. The survey groups were chosen to be representative of the internet-using population in the above-mentioned regions. We set quotas on age, gender and geographical spread to that effect. There were at least 750 respondents per country.

Geographical coverage

• Asia–Pacific: Australia, Malaysia and New Zealand
• Europe: France, Germany, Ireland, Italy, Norway, Poland, Spain, Sweden, Turkey and the UK 
• Middle East: Saudi Arabia and the UAE
• North America: Canada and the USA 
• Sub-Saharan Africa: South Africa