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Netflix, Jio lead in customer experience: Kantar report

The study analyses which brands in the TMT sector are customers most satisfied with.

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NEW DELHI: Jio and Airtel have emerged as the top telecom operators in terms of customer experience, according to a report by consulting firm Kantar. Among streaming platforms, Netflix delivered the most consumer satisfaction, followed by Amazon.

Music streaming services like Amazon Music, Spotify and Apple Music also made the list as "special mentions" for providing great customer experience.

The new CX+ TMT report released by Kantar evaluates companies in the telecom, media and technology sectors based on a unique combination of their experience scores, and on dimensions that are critical to the customer's journey.

The study analysed responses from over 6,000 customers across 13 cities in the country in early 2020 to find out key brands in the TMT sector that consumers are most satisfied with.

In the mobile device segment, Apple topped the list, displacing Xiaomi as the technology brand that provides the best customer experience. OnePlus and Samsung tied for third place. As per the report, Apple has 1.8x higher engagement levels than those at the lower end of the index.

Tata Sky retained the top spot in the satellite service provider category.

The landscape across the TMT sectors has changed drastically over the last one year, said Sushmita Balasubramaniam, domain lead for CX and Commerce – South Asia, insights division, Kantar. "Consumers' adoption of and dependence on digital, whether for basic everyday living, working, studying or entertainment has presented enormous challenges to companies in these sectors. And, the changes in usage of products and services will also mean that customer priorities on the kind of experience they are seeking will be different from the pre-COVID era."

Soumya Mohanty, chief client officer, South Asia, insights division, Kantar explained that there will be vigorous competition in the TMT sector owing to tech convergence and emerging global media giants.

“Be it network services providers, handheld device brands or streaming media providers, all will leverage customer data to build personalised journeys, CX and owning the relationship with the end user will become increasingly important,” added Mohanty.

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