Brand Interference: How Network Performance

Impacts Customer Loyalty

More than price, marketing or perceived value, a customers loyalty towards
a mobile operator is most heavily influenced by network performance.
Addressing network issues such as interference provides twice the impact on customer loyalty compared to measures such as improving
customer support, and is four times as effective as introducing loyalty rewards.1 These findings are part of the Ericsson Mobility Report
published June 2013.
In todays high-speed, data-hungry world, network
metrics such as signal strength, app coverage2 and
download speeds wield considerable influence
over an operators bottom line. They impact
revenues, marketing budgets, customer churn
and more.

Drivers of Loyalty to Operator Brand (NPS)

Figure 24: Drivers of loyalty to operator brand (NPS)

20%

Network perfomance
16%

Value for money

As the airwaves become more congested

and consumer expectations regarding network
performance grow, service becomes more of an
issue. On average, 30 percent of smartphone users
experience daily problems when browsing the Web
or using apps. As many as 60 percent experience
problems weekly.1

11%

Ongoing communication

10%

Tariff plans offered

9%

Customer support

8%

Account management

Signal interferencewhile not the

sole causeseverely affects the
customers experience.

Billing and payment

7%

Handset/devices offered

7%

Source: Ericsson
ConsumerLab (2013)

7%

Base: 9,040 smartphone

users in BR, CN, SK,
JP, US, UK, SE, RU, ID

Initial purchase

It is typically generated by other networks, mobile

and non-mobile, operating on frequencies within
or adjacent to the operators frequency. The
direct effects can include a loss of signal strength,
suppressed download speeds and reduced
network capacity.

Customer service
Offer
Marketing
Network

Loyalty rewards

5%

Shapley regression analysis, showing the relative impact between

each driver and loyalty to operator brand (NPS).

Therefore, the strength of an operators brand is

closely tied to their ability to effectively mitigate
system interference. Engaging a reliable provider
to engineer an interference solution tailored to the
RF environment can be one of the most valuable
investments operators can make.

On average, 30 percent of
smartphone users experience daily problems
when browsing the web or using apps.
As many as 60 percent
experience problems weekly.1

To learn how CommScope can help you with

interference mitigation, contact a CommScope
representative and mention this article.

www.commscope.com

Ericsson Mobility Report: On the Pulse of the Networked Society; Ericsson; June 2013

2014 CommScope, Inc. All rights reserved.

CO-108530-EN (10/14)

App Coverage is defined as the area in which the network performance is sufficient to run a specific app
at an acceptable quality level.