Home >News >India >Jio, Airtel, Apple, Netflix lead in customer experience: Kantar report

NEW DELHI : Jio, Airtel, Apple and Netflix topped a customer experience (CX) ranking of Indian telecom, media and technology (TMT) companies by Kantar, scored on current experience and potential user perception.

In the telecom and network provider space, Jio and Airtel shared the top spot with 1.5x higher engagement levels with customers than those at the lower end of the index, said Kantar, a data, insights and consulting firm. These brands delivered on price benefits, connectivity and customer support, and the likelihood of their customers remaining loyal rose by 1.5x, while the chances of their customers recommending them also increased by 1.6x.

The Kantar CX+ study analysed responses from over 6,000 customers across 13 cities in early 2020 to identify key TMT brands with the best customer experience. As consumers become dependent on telecom and digital service providers during the pandemic for their daily activities and livelihood, brands have to provide high-quality service to acquire and retain them.

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Top of the game

Apple toppled Chinese smartphone maker Xiaomi to become India’s top technology brand in terms of consumer experience. OnePlus and Samsung occupy the third position with Xiaomi at second place when it comes to customer experience. Apple has 1.8x higher engagement levels than those at the lower end of the index, and customers are more likely to recommend the brand to others. Interestingly, for this category, experience in branded stores at the time of purchase, delivery of brand promise and being customer-centric are more important drivers of customer experience than functional aspects relating to the product themselves.

Tata Sky topped the list in the satellite service provider category.

In the digital streaming services segment, Netflix emerged as the winner, scoring 1.8x higher engagement levels with the customers. Amazon Prime occupied the second spot.

None of the audio streaming services (Amazon Music, Spotify and Apple Music) could make it to the top position in the list owing to low differentiation and positioning in the country.

The report stated that even for a new category like streaming platforms, basic attributes emerge as top drivers of customers experience including ease of getting in touch with the company, value for money, customer centricity and download/buffering speed.

Soumya Mohanty, chief client officer, South Asia, insights division, Kantar, said that in the current scenario, with tech convergence and emerging global media giants, the world will see vigorous competition in the TMT sector.

“As network services providers, hand-held device brands and streaming media providers, all will leverage customer data to build personalized journeys, CX and owning the relationship with the end user will become increasingly important. As people depend on digital services during pandemic more customer support issues will crop up which needs to be effectively dealt with to maintain brand loyalty. The streaming landscape has witnessed immense fragmentation with new video platforms being launched therefore Netflix and Amazon Prime have to up their game to retain users," she added.

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