A new PricewaterhouseCoopers report on mobile Internet and cable loyalty examines customer loyalty trends in the entertainment, media and communications industry with a focus on the multi-channel video and wireless business segments. While performance and customer support are paramount for cable, telephony and wireless companies, the wallet trumps all, says the latest PwC Consumer Intelligence Series report titled, “Customer Loyalty.”
While building brand loyalty among subscription-based communication providers most often comes down to the delivery of consistent, strong performance at a good price, customer service, honesty, and trust also rank high in influencing customer allegiance. Media and communications companies will need to consider the combination of these attributes to attract and retain customers. Brand switching is most frequently prompted by the promise of cost savings, especially among young consumers who tend to be more cost conscious and less complacent in long-term brand relationships than their older counterparts.
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