Customer service and experience match content and cost as new pay-TV differentiators | Pay-TV | News | Rapid TV News
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There’s lot of choice these days in pay-TV, but when differentiating between services in the UK and US, service and user experience are as important as content and value for money says research from Paywizard.

Focus groups conducted by industry research expert Decipher on behalf of the specialist in subscriber management for pay-TV revealed that as consumers increasingly take a ‘dip in and out’ approach to pay-TV and subscription video-on-demand (SVOD), service is key to making sure customers stay loyal.

The focus groups were carried out during March 2016, and discovered that these decision moments are the engagement points most likely to evoke positive or negative emotional reactions and impact how long consumers stay with a service. Paywizard mapped eight moments it regarded as significant along the subscriber journey, points that heavily impact whether consumers will stay with service. Moreover, operators’ behaviour at these decision moments were found to directly impact customer satisfaction and retention rates.

The first ebook of results from the Paywizard research revealed that in addition to seeking premium content and favourable pricing, consumers now evaluate and select SVOD services based on a wider set of criteria.

Currently available SVOD services, especially those in the US, were perceived as capable of a new and progressive approach to serving customers, making them distinct from other services such as utility companies. There was also a clear trend towards appreciation of proactive customer service both at joining stage and at times when consumers required service support. Simplicity when making account changes such as upgrading and downgrading were also frequently cited as considerations as to whether to select and stay with an SVOD service.

“Conducting this investigation into SVOD in 2016 has been a fascinating exercise, as it has become apparent that the landscape has evolved,” explained Hamish McPharlin, director at Decipher Media Research.

“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. And this becomes all the more critical in attracting the large base of older demographics that are starting to show interest, but require a greater level of engagement to help them get involved.”

The first paper ‘Seize the moments: tips to acquire loyal customers’ is now available to download.
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