Verizon (US), Optus (AUS), O2 and Vodafone (UK) Occupy Top Tier of Mobile Providers for Customer Experience in Online Sales and Service -- Keynote Study Reveals Best in Class Mobile Operator Sites Come from Around the World
-Verizon (US) scores highest in Brand Impact and Customer Satisfaction and takes first place for overall customer experience by a wide margin
- "Research Product Satisfaction" is most important aspect of overall customer experience, predicting brand perceptions and loyalty for customers of international mobile operators
-Keynote assessed the business effectiveness and customer satisfaction of leading sites to determine top performers, best practices and opportunities
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SAN MATEO, Calif.--(BUSINESS WIRE)-- Keynote® (NAS: KEYN) , the global leader in Internet and mobile cloud testing and monitoring, today announced the results of a new study examining the business effectiveness of International Mobile Operator websites. In the inaugural Keynote Customer Experience Rankings for International Mobile Operator Sites, Verizon took first place for Overall Customer Experience, while O2 (UK), Optus (AUS) and Vodafone (UK) rounded out the top tier. The entire study is available for immediate purchase. To request more information please visit: http://bit.ly/IntMobileOps2012.
The study is part of the work performed by Keynote Competitive Research, the competitive research group within Keynote. Winners of Keynote Competitive Research studies are invited to participate in the company's Online Excellence Program which recognizes the "best of the best" websites as ranked in the studies. The rankings are based on responses from real users, who were observed as they accomplished tasks on each of the sites studied, as well as real data collected through Keynote website monitoring to assess the technical quality of the sites. For each study, Keynote recognizes the companies with the overall top ranking, as well as those exhibiting excellence in specific categories.
For the 'Customer Experience' portion of the study, Keynote observed and conducted online interviews with more than 2,107 mobile customers as each interacted with the website of one of 11 leading international mobile operators: AT&T (US), Au (JP), NTT DOCOMO (JP), Optus (AUS), Orange (FR), O2 (UK), SFR (FR), Telia Sonera (SE), Telstra (AUS), Verizon Wireless (US), and Vodafone (UK). Participants were asked to evaluate the company with which they have mobile service and an online account.
Keynote Competitive Research produces leading industry research using the company's commercially available Web performance monitoring and real user experience testing products. Keynote regularly evaluates the current state of online customer experience, technical quality (responsiveness/reliability) and implementation of best practices on leading websites across a wide variety of vertical markets including financial services, automotive, media/entertainment, retail, travel and technology.
For the Customer Experience Study of International Mobile Operator Websites, Keynote's online panelists were asked to login to their existing mobile accounts and then complete three tasks. First, they shopped for a product or service of interest and started the purchase process. Next, they checked their current or latest bill and mobile usage and started the payment process, if applicable. Finally, they thought of an issue or question about their mobile operator's services, products, fees, support hours, etc. and used the site's search feature to find the answer to the issue or question they selected or described.
The study revealed that when tested by actual customers Verizon's website (www.verizon.com) performed significantly better than all other sites in the study for Customer Satisfaction. Other key findings include:
Research Product Satisfaction is the most important aspect of the customer experience, predicting brand perceptions and loyalty;
Help and Support, View Bill and Usage Satisfaction, Ease of Purchase Process, Product Offerings, Site Organization, Search Satisfaction, and Site Performance are also key drivers for brand and loyalty.
"When it came to shopping for products, the sites that made it as easy as possible to search for, locate and compare mobile product offerings online generated the highest brand affinity and purchase likelihood," said Chris Musto, general manager of the Keynote Competitive Research group at Keynote. "The ability to research and learn about product offerings through clear, helpful product descriptions accompanied by high resolution images and supported by online chat functionality, predicted success both from the customers point of view and from the mobile operators perspective, whether in Australia, Europe, Japan or the United States."
The study is available for purchase from Keynote and comes with extensive analysis of brand impact and acquisition impact and the customer experiences driving sites' performance in these areas. Clients will receive an executive presentation, extensive back-up charts and illustrations, and online access to all clickstreams, verbatims, question responses and panel facts for all panelists at all sites for all tasks and can download and use this data in their own research. To inquire about a copy view: http://bit.ly/IntMobileOps2012.
About Keynote Systems
Keynote® Systems, Inc., (NAS: KEYN) is the global leader in Internet and mobile cloud testing & monitoring. Keynote maintains the world's largest on-demand performance monitoring and testing infrastructure for Web and mobile sites comprised of over 7,000 measurement computers and mobile devices in over 275 locations around the world that enable companies to continuously improve the online and mobile experience. Known as 'The Mobile and Internet Performance Authority™,' Keynote offers three market-leading product platforms:
Keynote Perspective ® provides on-demand performance monitoring for enterprise web and mobile sites including online portals, e-commerce sites and B2B sites. Over 2,000 customers rely on Keynote Perspective services to know precisely how their websites, content, and applications perform on actual browsers, networks, and mobile devices.
Keynote DeviceAnywhere ® provides the industry's only true cloud-based platform for testing and monitoring the functionality, usability, performance and availability of mobile applications and websites. Its suite of mobile testing solutions is used by over 1,000 mobile developers and enterprises to deliver quality mobile applications and services to the mobile channel.
Keynote SIGOS ® offers active end-to-end Quality of Service (QoS) testing and monitoring solutions for mobile, fixed and VoIP communications. Its SITE and Global Roamer products are used by over 200 network operators, content providers, carriers and regulators in over 100 countries worldwide.
Keynote's 4,000 customers represent top Internet and mobile companies and include American Express, AT&T, Disney, eBay, E*TRADE, Expedia, Google, Microsoft, SonyEricsson, T-Mobile and Vodafone. Keynote Systems is headquartered in San Mateo, California and can be reached at http://www.keynote.com/ or by phone in the U.S. at 1-800-KEYNOTE.
The trademarks or registered trademarks of Keynote Systems, Inc. in the United States and other countries include Keynote®, DataPulse®, Keynote Customer Experience Rankings®, Perspective®, Keynote Red Alert®, Keynote WebEffective®, The Internet Performance Authority®, MyKeynote®, SIGOS®, SITE®, keynote® The Mobile & Internet Performance Authority™, Keynote FlexUse®, Keynote DeviceAnywhere®, Keynote DeviceAnywhere Test Center®, Keynote DemoAnywhere® and Keynote MonitorAnywhere® All related trademarks, trade names, logos, characters, design and trade dress are trademarks or registered trademarks of Keynote Systems, Inc. in the United States and other countries and may not be used without written permission. All other trademarks are the property of their respective owners.
Keynote Systems, Inc.
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