A Survey on Centennials' Expectations of Mobile Operators

Abstract

To attract and retain consumers born in the era of social networks and grown up with the smartphones requires marketing and customer relationship management to be reshaped and adapted to their needs, habits, and aspirations. Digital natives expect digital customer experience through all the stages of the customer journey. Besides the challenges common for all industries, for mobile operators this additionally means to satisfy the customer segment which has the most demanding requirements in terms of mobile network and services quality but perceive it as a commodity. This paper addresses the topic of relationship between Generation Z and mobile operators, leveraging on the survey made among post-Millennials in Serbia. It presents their preferences and expectations and outlines the most important implications this might have on mobile operator's business.