In comparison to other business niches, there are not too many telecom companies in Turkey. However, that’s fine as all local markets usually tend to be dominated by 3-5 companies, and Turkey here is just no exception with such mobile operators as Turkcell, Vodafone Turkey, and Turk Telecom. It is also worth mentioning such local players as Bimcell and Lifecell and each of them offers various business options including prepaid and postpaid options. But in our research, we will focus on Turkish telecom Big-3.
In our research, we’ve analyzed a total of 6 989 locations. Interesting that the amount of locations that are not being managed by the brands is reaching 3030 locations or 43% of all analyzed locations. That is significant as almost in 50% of cases customers might encounter some sort of inconvenience, such as missing information on a website or a telephone number, that could seriously affect their curiosity about companies’ offers. That could turn potential customers to other companies with competing offers.
Findings from our research also show that the average data completeness for 6 989 locations is 59%. The most common cases are missed business attributes (68,1% or 4758 locations) and what was surprising descriptions as we haven’t found a single location that had it! However, other crucial cases of incomplete data consist of missing phone numbers (56% or 3946 locations) and website information (38% or 2704 locations). That could affect companies’ reach as fewer clients would be able to get the newest offers from the website or clarify some questions via a phone call.
In addition to checking data completeness, we also checked the average rating which brought some additional insights for potential improvements. The average rating for all analyzed locations is 3.5, based on 32 564 reviews. Among that, for 3113 (or 44%) of analyzed locations the average rating lies between 1.0 and 3.9. That brings a significant untapped opportunity for growth as we recommend increasing it to at least 4.2. or even better to 4.5, as companies with an average rating of 4.5 reach 3 times more clients than companies with a rating between 3 and 4. Suppose you wonder how to do that we recommend one of our articles to start with.
Furthermore, the amount of locations without reviews or ratings is 1706 or 24%. That clearly shows that by engaging with their customers on online maps and review services telecom companies could not only push their ratings higher but also convert negatively focused customers to give them one more chance. Engagement could be also increased by uploading relevant photos and getting rid of irrelevant ones. The total number of photos for 6989 analyzed locations is 82 923, with lots of irrelevant ones. Moreover, 4913 locations have less than 5 photos, which clearly shows that Turkish telecom has one more path to improve its online digital presence.
Based on a detailed analysis of Turkish telecom it is also interesting to check how they stand in comparison to other MENA telecom and to be honest Turkish companies are performing slightly better than the MENA average, as 85% of MENA telecoms are missing crucial information on Google Maps about their businesses. Therefore, in MENA that is an international problem that presents a huge opportunity to increase revenues with a few easy fixes. According to Salesforce research, 87% of customers research products online before they purchase in offline stores, so managing your data online in order to drive this traffic to offline stores presents a significant opportunity to grow.
Our findings clearly present that Turkish telecom has an untapped opportunity to attract new clients. We at Geojet have expertise in turning untapped opportunities into results. For one of our telecom clients, we provided the following results:
- Provide a 50% increase in site visits from local search
- Provide a 50% increase in created routes on online maps
- Increase replied reviews by 40%, thus establishing a proper channel for communication with customers You can check that case in more detail here.
If you would like to get the same results for your company will free to contact us at [email protected]
