Mobile operators are fighting for customers in a crowded market โ not just against each other but now against OEMs and big box retailers. A great device experience is one of the few places operators can still differentiate and win over the customer’s loyalty. Get it wrong, and customers can walk away.
Why poor device experience is a churn risk
About one in five customers will have a device issue each year. When that happens, the fallout is real: customer NPS drops by 19 points. Too often, customers expect their operator to fix the problem, and in that assistance process, they hit friction:
- Ten percent of customers with a device issue donโt get a resolution, which drives a 36-point NPS drop.
- Customers who try self-help first then have to re-explain the problem to a call agent experiencing another 9-point NPS drop.
- When operators fail to offer smart alternatives (repair, upgrade, insurance) customers register a 9-point NPS drop.
All of this adds up: Forty-five percent of customers say a poor device care experience would make them consider switching providers. Fixes are relatively easy for third parties โ repair shops, retailers, and OEM support โ and those players can turn a disappointed customer into a new buyer with an attractive upgrade or trade-in, for example.
The retention factor: Respond fast and get ahead of problems
Good device care does two things: respond quickly when issues appear, and prevent issues before the customer notices.
Reactive: Respond quickly and give smart alternatives during a support interaction. This includes either a clear repair path, or an immediate trade-in offer or a tailored insurance option, when appropriate. When this happens, customer satisfaction goes up (NPS improves by six points) as quick, multiple and relevant choices keep the customer engaged in your ecosystem.
Proactive: MCE piloted a program where 54 percent of people who thought their device was fine actually had an issue. That shows many customers donโt notice problems until they break. Operators that monitor on-device signals and act early can stop frustration before it starts. How to make it happen (in the app):
- Capture device signals (screen, battery, network connectivity).
- Push a contextual prompt (push notification) when a signal needs attention.
- Start a guided diagnostics flow with a simple UX.
- Offer the right outcome: settings tweak, repair booking, trade-in, insurance or protective accessory.
Conclusion โ why this matters for operators
Operators that treat device care as a core service โ not an afterthought โ improve loyalty and odds of retention. Fast fixes, smart options, and proactive outreach turn device moments from churn triggers into loyalty builders. This is MCEโs approach to device care, a remedy for churn prevention from device issues. Learn more about MCEโs device care solutions.
