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Home network complexity challenges customer
satisfaction
Study finds that installation complexity – quantified by “help desk”
calls – reduces both satisfaction with and brand loyalty to home
networking products and services
Customer satisfaction and brand loyalty regarding home networking
equipment are related directly to product ease of installation and
operation, according to Parks Associates’
Primary Perspectives: Complexity & Customer Satisfaction in the
Networked Home.
The study finds that satisfaction declines precipitously – as much as 25%
– if a customer is required to make two or more service calls to install
and operate home network equipment. Progress has been made in simplifying
these products through standard device drivers and graphics-based
installation wizards, but in order to secure long-term success in this
market, developers and providers should continue devising new ways to
reduce the complexity of home networking solutions.
“Customer service is necessary for customer satisfaction and
retention,” said
Kurt Scherf, vice president and principal analyst at Parks Associates.
“However, the more home networking developers and providers can do to
reduce service calls, the more satisfied their customers will be. Brand
loyalty is directly related to initial satisfaction with a home networking
product, so home networking players must reduce complexity if they hope to
maintain a positive relationship with their customers.”
The Parks Associates study
Primary Perspectives: Complexity & Customer Satisfaction in the Networked Home
consists of primary research findings from surveys conducted over the past
12 months among broadband households with a data network. It provides
perspective and analysis on customer service issues related to the
deployment of home networks by identifying “needy” consumers, examining
the relationship between complexity and customer satisfaction, and
quantifying the impact of satisfaction on brand loyalty.
About Parks Associates: Parks Associates is an
internationally recognized market research and consulting company specializing
in emerging consumer technology products and services. Founded in 1986, Parks
Associates creates research capital for companies ranging from Fortune 500 to
small start-ups through market reports, primary studies, consumer research,
custom research, workshops, executive conferences, and annual service
subscriptions.
The company's expertise includes new media, digital
entertainment and gaming, home networks, Internet and television services,
digital health, mobile applications and services, consumer electronics, and home
control systems and security.
Each year, Parks Associates hosts executive thought
leadership conferences CONNECTIONS™, with support from the Consumer Electronics Association (CEA®), and CONNECTIONS™ Europe. In addition, Parks
Associates produces the online publication Industry Insights in
conjunction with the CONNECTIONS™ Conference series.
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