Building Telecom Brand Love

If you are using WiFi or data to read this piece, it is likely that you as a consumer have experienced frustrations with your wireless or wireline provider over the past few months. We see this on a broad scale: historically the teleco average Net Promoter Scores (NPS) are the lowest across B2C industries. Today, consumers expect a seamless experience and a product that works. As consumers are staying at home more and relying heavily on teleco services, wireless and wireline providers play a greater, more obvious role in the everyday lives of their customers.

Knowing that there is ample opportunity to grow customer satisfaction, Google partnered with Heart+Mind Strategies to figure out how to do so. Our research into telecom brand love uncovered three key foundational elements and levers to drive results: telling your brand story through video to accelerate business growth, reinforcing customer loyalty with search, and driving advocacy with strong app experiences.

Choosing or changing a telecom provider has long (potentially decades long) implications, so it is imperative wireless and wireline providers drive meaningful experiences throughout the customer’s journey. Interviews revealed that brand love accelerates growth and drives meaningful, valuable consumer actions. Consumers that love a brand are worth more - and are three times more likely to spend more with loved brands. To bolster brand love with both current and future customers, YouTube is a proven, powerful medium to share brand value for consumers. YouTube ads are shown to drive consumers to a 133% higher spend rate, make 61% more shopping trips, and have a 28% increase in purchases after recalling a YouTube ad that they viewed within the past month. Lean into YouTube to help pave the way for business growth and develop customer relationships.

Once you create brand love to drive growth, focusing on creating consumer loyalty ensures retention. Brand lovers are 60% more likely to recall seeing a search ad, so show up as demand rises, address customer needs, answer questions and offer support as needed to drive positive engagements. These customers will be three times more likely to stay, even after a bad experience when you have instilled loyalty through positive brand engagements.

Facilitating a positive experience online can greatly increase the success of all telecommunications strategies. Customer advocates are three times more likely to share positive word of mouth messaging. To earn this customer advocacy, create a seamless and frictionless app experience. Telecom consumers are reported to over-index on app usage by 50%, so tailor to this need.

According to Scott Falzone, Managing Director of Telecom at Google, "By delivering trust and reliability through digital channels, this research uncovered that telecom players now have a meaningful opportunity to close their brand love gap. I am excited about the potential that this brand love research holds and we are ready to help our customers deliver meaningful business outcomes with Google solutions."

Researched and written by Google
This article is sponsored