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Satisfaction with Bundled Services Builds Customer
Retention and Increases ARPU
Study finds satisfaction with bundled services increases customer
retention by 20% and ARPU for monthly dual-play services by 11%
Service quality exceeds even price as the most significant factor in
customer satisfaction, which leads to higher customer retention levels
among broadband bundled-service subscribers, according to Parks
Associates’
Bundled Services and Residential Gateways. The study of more than
3,000 U.S. Internet households reports that close to 35% of satisfied
broadband bundled-service subscribers are highly unlikely to switch to
another service provider despite possible cost savings, thereby increasing
customer retention by 20%. These satisfied bundled-service subscribers are
also less price-sensitive and willing to pay 11% more for their dual-play
services than the overall average.
A broadband bundled service combines high-speed Internet with landline
voice, wireless voice, and/or television from a single service provider.
Close to one-half of broadband bundled-service consumers reported high
satisfaction levels with their existing service.
“Bundled services that maintain a high level of quality offer service
providers, including cablecos, telcos, and other broadband providers, the
opportunity to share an intimate relationship with their consumers,” said
Deepa Iyer,
research analyst at Parks Associates. “It is through this relationship
that service providers can build trust among consumers to become the
one-stop shop for all their entertainment and communication services, and
many subscribers will pay a premium for this high level of service.”
Bundled Services and Residential Gateways, a primary consumer
research study, is a tool to determine the best mixture and pricing of
packaged Internet, communications, and entertainment services. This survey
tackles such issues as optimal price points and preferred service
providers and also examines how consumer preferences for packaged services
impact the design, development, and distribution of residential gateway
form factors. For additional information about Bundled Services &
Residential Gateways, visit
http://www.parksassociates.com or contact 972-490-1113 or
sales@parksassociates.com.
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.
http://www.parksassociates.com |
http://www.connectionsconference.com |
http://www.connectionseurope.com
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http://www.connectionsindustryinsights.com
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