Three-quarters of customers surveyed in Salesforce’s Communications Industry Report said they would likely get wireless (78 per cent)) and cable (76 per cent) services from non-traditional providers to a technology provider like Google.
A growing number of cable customers will also no longer rely on traditional providers, with many opting for streaming entertainment services (33 per cent) and wireless internet access (20 per cent).
The report highlights the importance of customer experience and why it remains a key factor for customer retention.
While less than half of U.S. households are expected to have traditional cable services by 2023, 33 per cent of customers who no longer purchase these services from traditional providers said they have done so in favour of streaming services such as Netflix, Hulu and Amazon.
Twenty per cent reported switching to wireless-only connectivity including 5G home internet directly from their cellular devices.
While customers are looking elsewhere, they are also looking for streamlined online channels and improved personal experiences. In this case, more than half of respondents (51 per cent) prefer online stores, while 64 per cent said they had used their provider’s website in the past month.
Another customer need is the fact that customers want good service at every touchpoint without having to threaten the communication provider with ditching their platform.
The values of the company are also important for customers, and new technologies can also lead companies to new opportunities.
The report highlights the need to build trust and reduce customer dissatisfaction by focusing on the customer experience.