By Richard Burdge

UK mobile operators are failing to connect with their customers by delivering impersonal and irrelevant communications. Not only do half of mobile subscribers (48%) feel the marketing materials they receive are ill-targeted and not personal to their needs, but only 5% said their operator had referenced a previous communication they had in correspondence. That’s according to new research from customer communications expert, Thunderhead.

The study is part of a new campaign the company has called the ‘Disconnected Customer’ (www.disconnectedcustomer.com) and reveals 49% of mobile subscribers feel the communications they receive indicate their providers don’t know them at all.

For an industry that has recognised it needs to pay close attention to customer retention (and is beginning to deliver personalised services through the deployment of Customer Experience Management (CEM) systems), operators are missing the mark: They are consistently failing to acknowledge their customers’ preference, provide flexibility and a willingness to meet customer needs in general in terms of the communications they send.

Commenting on the research, Glen Manchester, CEO at Thunderhead stated, “The capacity for intelligent, informed and individual communications is a powerful differentiator in competitive markets. Knowing, for instance, that a well-placed apology is enough to win back 56% of our research group after a negative experience is useful but only if you can identify the customer and their history, and you know how to communicate with them quickly.”

The Disconnected Customer study of over 6000 UK bill payers, looked at how service providers from across six industries; mobile, landline, cable, insurance, banking and gas communicate and engage with their customers. Research was carried out online by YouGov.

A video infographic and downloadable research paper of all the results is available from Disconnected Customer.

About the author

With 20+ years’ marketing strategy, communications and CRM experience in B2B and B2C, Richard Burdge has a successful track record of driving profitable marketing programs that deliver growth and enhance shareholder value. Before joining Thunderhead in January 2010, Richard worked with organizations including Sky, HP and Vodafone, on client and agency sides of the fence. Richard’s specialities include digital marketing, e-commerce and social networking.

About the company

Thunderhead is a customer communications software provider, helping to change the way companies engage with their customers, enabling measurement and learning from every interaction to drive greater loyalty and profitability. For more information on the research please visit www.disconnectedcustomer.com. For more information on the company please visit www.thunderhead.com