MANILA, Philippines - "Today’s teens are the paying customers of tomorrow. They are the future generation of paid customers of service providers. Digital is an integral part of their lives as most of them own a smartphone and are always connected," asserts Hakon Jacobsen, vice president, digital, APAC at Amdocs. "Therefore, it is essential for service providers to understand their lifestyle, their needs and expectations."
Amdocs, the leading provider of customer experience solutions, commissioned a global study on the digital DNA, behaviour, and expectations of teenagers aged 15-18 from 10 countries, including the Philippines. It was conducted by Vanson Bourne, a technology market researcher provider, and advised by Dr. Paul Redmond, a leading generational expert and sociologist.
"Teenagers have an immediate impact on the service providers’ business and brand perceptions. (They have) direct influence on their parents, who are paying customers, and they have a wider impact on other customers as a result of their prolific use of social media," he said.
According to Jacobsen, the study provides interesting insights on how this specific group of consumers perceive their service providers and how companies can address their needs and thus earn customer loyalty. It reveals that only 12 percent of Filipino teen respondents feel service providers understand their lifestyle and offer services to match their needs and wants.
Meanwhile, 61 percent of teen respondents report experiencing poor customer service from their service provider over the past year. As a result, 42 percent say they will unsubscribe from that provider.
"(Teens) believe internet access is like oxygen and 68 percent of respondents in the Philippines feel fast internet connection should be considered a human right," Jacobsen explains. "They want exclusivity, customization, and a bouquet of services from which they can pick and choose as per their preferred usage patterns. The best way to build customer loyalty is to provide a unique offer alongside natural interaction and rich experiences."
Jacobsen observes that in general, teens in Asia Pacific – specifically the Philippines – have higher and more frequent use of digital services on their mobile devices. The study shows that 52 percent of Filipino teen respondents believe their smartphones make them smarter and "cooler," and more than half (55 percent) check their social media accounts first thing in the morning.
"Teens tend to demonstrate more affinity toward telcos that offer efficient and customer-centric services. These expectations are great feedback to telcos who are looking ahead in transforming the customer experience for the future," concludes Jacobsen. "Because teens represent the next generation of paying customers, it is more critical than ever to start understanding and responding to the digital demands of this generation. Ultimately, it is the extent to which service providers succeed in cultivating brand loyalty among teens that will determine their ability to remain relevant in the future."