Roaming - Telco CX benchmarking

Summary

Customer experience in roaming services is becoming a critical differentiator for telecom operators seeking to drive both revenue and loyalty. This report benchmarks the roaming journey across leading telcos, focusing on five essential stages: attract, discover, purchase, activate, and experience. It examines how operators present roaming options, streamline plan discovery, simplify purchase and activation, and support customers during travel. The analysis highlights the evaluation framework used to assess each stage, detailing the sub-parameters that define best-in-class performance, such as multi-channel visibility, plan customisation, payment flexibility, instant activation, and real-time usage tracking. The report also identifies the top ten telcos excelling in roaming customer experience and outlines the key levers that set them apart, including frictionless discovery, intelligent plan design, and seamless in-destination support. For telecom professionals, product managers, and CX strategists, this benchmarking study answers pressing questions: Which operators are leading in roaming customer experience? What are the critical touchpoints and pain points in the roaming journey? How can telcos optimise each stage to enhance satisfaction and monetisation? The report concludes with actionable recommendations for telcos aiming to elevate their roaming offerings and meet the evolving expectations of global travellers.