A survey by subscriber management service Paywizard says customer experience is now as important as content and value for money when it comes to differentiating between TV services.
Paywizard has mapped eight significant moments along the “subscriber journey” which heavily impact whether consumers will stay with service. These are Find, Join, Consume, Upgrade, Downgrade, Bill, Leave, and Win back.
The research was carried out last month by Decipher and are now being released as a series of an ebook series.
“It has become apparent that the landscape has evolved users have begun to accept SVOD as an exciting but fundamental part of their digital entertainment services, and as such they are expecting more from the services. Whilst initial drivers were around content, the emerging desires are around great customer service and more sophisticated ways of handling a customer’s interests and needs,” said Hamish McPharlin, Director at Decipher Media Research.
In the US, SVOD services are perceived as capable of a new and progressive approach to serving customers, making them distinct from other services such as utility companies. Customers appreciate what they see as proactive customer service. They also appreciate clear communication and upfront flexibility around pricing and packages.
“For consumers it is harder than ever to differentiate between TV services. Intense competition has led to a point where every service has an extensive content library and price variation is minimal, which means that operators need to find another way to set themselves apart,” said Bhavesh Vaghela, CMO, Paywizard.
Paywizard will be in attendance at NAB 2016 (booth #SU11705CM).
