Euro TV ops failing to use subscriber data to ensure positive customer experience | Media Analysis | Business
By continuing to use this site you consent to the use of cookies on your device as described in our privacy policy unless you have disabled them. You can change your cookie settings at any time but parts of our site will not function correctly without them. [Close]
The vast majority of European broadcasters, pay-TV operators, telcos and OTT service providers are failing to make effective use of subscriber data and analytics to engage consumers, says research from Paywizard.
Paywizard Customer analytics graph

The study from the pay-TV subscription, billing and customer relationship management specialist, based on interviews with C-level executives from the operators, revealed that across the board, TV and video service providers plan to increase their use of customer analytics over the next 12-18 months.

Yet while all of the major operators ranked customer experience as a top strategic priority, four-fifths 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. Moreover, a vast majority say they lack the tools to provide the subscriber insight they need to precisely target consumer engagement and ensure a positive customer experience.

“Virtually everyone providing a pay-TV service sees analytics as critical to understanding the customer journey and having the ability to take actions that enhance the customer experience – such as highly targeted offers and precisely-timed communications. But most still are unable to do that,” said Paywizard chief executive Bhavesh Vaghela. “There is a large gap between where operators are and where they want to be....Customer experience has emerged as a key competitive differentiator in the pay-TV sector, with data analytics playing a critical role – but most TV and video operators don’t yet have the tools they need to get through to customers.”

Added author of the commissioned research report, independent technology and 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.”

The Customer Analytics In The Post-OTT Age: Insights From European Service Providers report can be downloaded at www.paywizard.com/customer-analytics