A study of European broadcasters, pay-TV operators, telcos and over-the-top (OTT) service providers has found all rank the customer experience as a top strategic priority.
But the research among C-Level executives conducted on behalf of the subscriber management firm Paywizard found the vast majority are failing to make effective use of subscriber data and analytics to engage consumers.
80% believe they are only at the beginning of their customer analytics journey and need to boost their ability to analyse consumer data to ensure a consistently good customer experience.
Bhavesh Vaghela, Paywizard’s Chief Executive, said there was a large gap between where operators are and where they want to be.
Customer analytics in the post-OTT age: insights from European service providers, identified crucial Decision Moments in the customer journey when analytics can be used to determine the right action at the right time. These key points include: acquiring a new customer; tracking content consumption for recommendations and offers; upselling and cross-selling to boost average revenue per user; churn prediction and reduction; billing accuracy; and winning back lost subscribers.
The report was written by media analyst Ben Keen: “Overall, the operators we talked to believe the weakest part of their current analytics capability lies in predicting churn and winning back lost subscribers. They also uniformly think that applying analytics to this stage of the customer journey would have one of the most positive impacts on their overall business performance.”
Paywizard has recently released Paywizard Singula, a standalone platform that allows pay-TV operators and OTT providers to take a more intelligent, data-driven actions to engage subscribers. The solution utilises subscriber insights and artificial intelligence (AI) to recommend ‘next best actions’ at each Decision Moment in the customer journey.
