Customer service ‘as important as content’

Customer service and experience are now as important as content and value for money when differentiating between TV services, according to new research.

The Decipher study, commissioned by pay TV subscriber management firm Paywizard, said that as viewers increasingly take a “dip in and out” approach to pay TV and SVOD services, service is key to making sure customers stay loyal.

Based on US and UK focus groups, conducted last month, the research found that consistently clear communication and upfront flexibility around pricing and packages were important to consumers.

Simplicity when making account changes such as upgrading and downgrading was also often cited as factors for whether to select and stay with an SVOD service.

“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,” said Hamish McPharlin, director at Decipher Media Research.

“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.”