Customer satisfaction with the cable TV industry has reached its lowest point in the last seven years, according to data from the American Customer Satisfaction Index (ACSI). Yet, while cable TV’s rates continue to plummet, the cord-cutting alternatives ratings continue to climb.
In fact, many of these companies have customer satisfaction ratings cable companies can only dream about achieving—with Netflix and another popular online retailer and media provider ranking in the 80th percentile, according to the ACSI. And while performance numbers for Hulu were not available, its recent announcement of a 50% growth in subscribers since 2014 also hints that they must be doing something right.
Comparison numbers were also not available for Google Fiber, perhaps the most disruptive mover in the Cable/ISP space, but Google has been very successful at marketing its focus on delivering a differentiated customer experience. Alana Karen, Google Fiber’s Director of Service Delivery, intentionally uses Google Fiber’s blog to communicate its plan for Google Fiber’s customer service as well as provide updates and examples of positive interactions between Google employees and the customer service team.
So what are the cord-cutting alternatives doing differently than cable?
What You Say and How You Say It Matters
It is interesting to juxtapose the content found on a traditional cable provider’s website with content on the sites of its competitors, like Netflix and Google Fiber. Everything, from the look and feel of the site to the tone or type of content posted, is quite different between a traditional cable company and its new competitors.
For example, Comcast’s customer facing blog, “Comcast Voices,” focuses heavily on large projects, technical developments, and new product features. These posts are very polished, informative, and formal in tone. They have less to do with customer-centric content and more to do with showcasing Comcast’s achievements.
In contrast, the content posted on Netflix’s blog and Google Fiber’s blog is more casual in nature. The messages are also more customer-centric. For example, Netflix posts monthly rankings of Netflix connection speed by ISP. Google Fiber’s recent blog post includes sample tweets from customers who had positive customer service experiences, and an infographic related to customer service delivery.
These pronounced differences are expected. Traditional cable companies’ histories stretch back to a time when there truly was no competition—their customers had no other alternative. Netflix and Google, on the other hand, emerged in a highly competitive environment. Competition with the “big boys,” such as cable companies, and for Netflix, even big box stores like Blockbuster, was mandatory for success. To win those customers away, Netflix, Google, and other cable alternatives have focused on the customer experience.
How Consumer Choice Reflects on the Customer Experience
Cable companies have one trait that other content distributors don’t—a lack of competition for traditional cable services. While customers have limited, or no choice in whom their cable provider is, they do have many options for cord-cutting services. A customer signing up for Netflix or Hulu is exercising a clear choice to move away from, or supplement, their cable subscription with another service.
And having a choice matters. In a case where a consumer has selected one service over another (for example, selecting Hulu Plus instead of Netflix), they develop a cognitive bias known as a choice-supportive bias. This bias creates the tendency for consumers to ascribe positive attributes to the option they selected and downplay any faults with the alternative selection.
What can cable companies, or other limited-choice markets, learn from cord-cutting alternatives?
Customers are biased to feel positive about the choices they make, and when those choices align with a specific company, the customer will also feel more positive about the associated company. To replicate an environment where this kind of choice-supportive bias can improve customer perception of a company’s product and services, cable companies and others in limited-choice markets should:
Customers will weigh the options against their lifestyle and preferences and feel satisfied that they had a choice. These choices, and the positive association that comes with them, will then create higher overall customer satisfaction and an improved customer experience.
In addition, companies can use blogs and social media to speak to customers in familiar ways. For example:
By implementing these changes—offering more customer-centric content and providing more choices—cable companies and other companies that operate in a limited-choice market, can improve customers’ overall experience and satisfaction.
To learn more about how you can elevate your customer’s experience, contact EGS today.
Publish Date: December 1, 2015 5:00 AM
Branch Employer Payments Platform - Earned Wage Access
Give employees instant access to a portion of their earned wages before payday! Branch helps businesses modernize their payment methods to empower working Americans. Earned wage access—with no-fee banking and access to a digital wallet and free debit card—are just some of the tools in our fast, free, and flexible platform. With Branch, businesses streamline existing payroll processes, save money, and provide faster payments and free digital banking to their employees—no pre-funding or capital required.
Securing payments for on-premise or remote agents for telephone, IVR, web, mobile, Chat and Chatbot.
A patented technology that is flexible way to take secure, PCI DSS compliant payments via live agents over the telephone, web, Chat, Chatbot, or IVR. No sensitive data enters the contact centre environment so, agents do not see, hear, store or record any card or personal details.
CallGuard can be deployed in various ways to fit the way your contact centre works. The solution can de-scope all, or parts, of your contact centre from the scope of PCI DSS compliance and works just as well for on-premise or home/remote working agents.
ChatGuard makes payments in Chat PCI DSS compliant and...
Award-winning PCI compliance phone and multi-channel payment application.
PayGuard® is easy to deploy, very easy for agent to use from the office/contact centre or from home and is affordable.
|Taking a Bite Out of Churn, One Customer at a Time||July 14, 2016 5:00 AM|
|How Do Analytics Factor into Acquiring & Retaining Customers?||May 25, 2016 5:00 AM|
|Creating Long-term Outsourcing Partnerships: 3 Important Elements||May 18, 2016 5:00 AM|
|Revenue Generation, Meet Dialer Manager||May 18, 2016 5:00 AM|
|Outsourcing: The Cure for What Ails Your Company||May 11, 2016 5:00 AM|
|Simple Ways to Improve the Patient Experience – Are You Leaving Opportunity on the Table?||April 12, 2016 5:00 AM|
|Aligning Your Quality Program and Customer Experience: 3 Design Essentials||February 15, 2016 5:00 AM|
|Strategic Onboarding: Are you making these common mistakes?||February 5, 2016 5:00 AM|
|Alorica Wins Big at 2015 North American Frost & Sullivan Event||January 20, 2016 5:00 AM|
|4 tips to strengthen IT customer service response||December 3, 2015 5:00 AM|