3 Screen Solutions and NPAW have created a new data-fuelled customer intelligence platform designed to boost customer revenues.
The Insights-Driven Personalized User Retention Solution brings together NPAW’s analytics platform with 3SS’ 3Ready Product Framework. It helps operators strengthen subscriber by generating customised and retention tactics within a dynamic and personalised user experience (UX), through metrics that reveal subscriber satisfaction levels in real-time.
“If a subscriber has had any unsatisfying experiences with a service, by the time the operator typically becomes aware of it, it may already be too late to say sorry,” said Ferran Gutierrez Vilaró, CEO and Co-founder of NPAW.
“When a customer considers churning based on some disappointment with the product, regardless of whether or not the shortcoming was under the operator’s control, their perception has been damaged; any customer care measures and winback strategies might simply be too little, too late, and ultimately a waste of time and money,” he added.
Through NPAW’s analytics tools, content providers can segment their user base according to the level of churn risk. This can be derived from the number of quality of service and/or experience problems – typically playback issues such as buffering, sluggish zapping, or other problems impacting the user experience – that a subscriber has over time. Thanks to 3SS’ 3Ready, pay-TV providers can present customer retention measures in a personalized experience, dynamically tailored to any device.
In an example scenario, the operator could serve to low-churn-risk subscribers a homescreen which highlights operator-owned content, meanwhile presenting medium-churn-risk viewers with a one-month-free promotion. The operator can proactively try to satisfy high-churn-risk users with more generous promotions and by showcasing the service’s most popular channels and apps.
“Harvesting video intelligence really puts the analytics to work, but tracking and dashboards are not enough,” commented Pierre Donath, 3SS CMO & CPO. “If a customer is thinking about churning, the operator needs to know early on; the data to raise the warning bell needs to be automatically generated and available in real-time, it has to be informative, and rapidly understood and interpreted. The operator may have an arsenal of anti-churn business tools standing by, but unless the right one is deployed before the pivotal moment in the user’s decision-making, the retention initiatives will be ineffective.”
3SS and NPAW technologies were first deployed together for Austria’s ORS in late 2021. The pre-integrated platform is now being offered to the wider industry, including in Latin America, where it has been picked up by a major operator.