Of the 11 mobile applications analysed, only My Lowi (32), My Simyo (24) and My Vodafone (0.7) achieve a positive recommendation rate.
Customers strongly punish APPs with the worst usability, usability, service and design. In the same way, they reward those that work on these four key aspects of the user experience.
The specialised consultancy Brain Trust CS presented on 16 May the comparative study on mobile APPs in the telecommunications sector, based on the ratings made by 6,586 Android users (92% of the market) in 2017 (between 1 January and 30 April).
The presentation of the study's findings highlighted the poor ratings obtained by most of the operators, with only three of the 11 operators with more than 100 ratings in the first four months of 2017 obtaining a positive recommendation index.
The top 3 customer ratings were My Lowi with a value of +32, My Simyo with +24 and, far behind but still positive, My Vodafone with +0.7.
On the negative side of the ratings we have the applications of the network operators Mi Yoigo (-36), Mi Orange (-48) and Mi Movistar (-49), finishing the list with the extreme negative values obtained by Mi Jazztel (-69), Mi fibra ONO (-76) and MasMovil (-87).
In order to understand the motivations behind low customer ratings, Brain Trust CS also analyses in the Study the comments left by users once they have rated the APPs. According to this analysis, customers strongly punish APPs with poor usability, utility, service and design. In the same way, they reward those that work on these four key aspects of the user experience.
Nowadays, users are increasingly demanding with the mobile applications that are offered to them as customers, and they strongly punish with their comments and ratings all those that are not designed from the beginning with a focus on making their lives easier.
For almost 15 years Brain Trust CS has been working to help telecommunications operators improve the experience they deliver to their customers through their shops, contact centres and digital touch points (App and Web). With more than 50 projects developed in this field and thanks to a powerful multidisciplinary team, Braintrust is today a reference for all those determined to improve their customers' experiences with them.
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