Drivers of customer retention
2016 Acquisition and Retention Study report series

A positive customer experience has a direct impact on consumers’ likelihood to stay with their mobile operator. Sounds simple, right? Not quite:

• Cost & Billing has the greatest impact on customer retention, but…
• Since 2014, consumers attribute less importance to price and more to service
• Customer Care has 60 percent more impact on mobile subscriber loyalty than it did in 2014
• Consumers expect a certain level of service and device expertise and after care to be offered by their operator.

Nokia’s Drivers of customer retention report is part of the 2016 Acquisition and Retention Study report series. It reveals key customer insights that can help mobile operators develop their acquisition and retention programs.