The demand for entertainment, connectivity, and information is constant, with television broadcasting and Internet Service Providers traditionally dominating this arena. However, the industry is rapidly transforming due to revolutionary technology and increased connectivity. Soaring costs and long-standing complaints about poor customer service have led to a significant rise in cord-cutting. As a result, many viewers are abandoning their subscriptions in favor of over-the-top (OTT) streaming services.
Smartphones are another significant driver of change. While the cable TV industry initially benefited from broadband, boosting revenue streams, younger consumers now turn to wireless carriers to view content on various devices like computers, smartphones, and tablets. According to a report, over 60% of customers aged 18 to 43 prefer spending time on streaming platforms. Additionally, the pandemic has accelerated this trend.
Customers are becoming more demanding. Therefore, cable and internet companies must quickly adapt to the customer-centric culture of today’s highly competitive and volatile market. Modern customers expect service on their preferred devices, at their convenience, and wherever they are. Poor customer experience (CX) or any mistake can be another nail in the coffin amid fierce competition. Unfortunately, dissatisfaction and frustration are common when dealing with these service providers due to poor customer experience management. Let’s first review the issues and challenges in customer experience management (CXM) that severely affect TV and ISP businesses.
CX Challenges and Issues Plaguing TV and Internet Service Providers
- Communication Issues: The TV and Internet service industry often fails to provide seamless communication and reach, the basics of excellent customer experience management (CXM). Customers frequently struggle to reach customer support, facing long wait times and complex automated systems or IVR before talking to a human agent. Even then, they might not receive clear, concise information, leaving their concerns unaddressed. This lack of transparent and efficient communication leaves customers feeling frustrated and unheard, negatively impacting their overall experience.
- Service Outage and Downtime: Service outages and downtimes are common in the TV and Internet service industry. Weather conditions can disrupt services, leading to a surge in desperate customer calls for assistance. Service providers often fail to offer timely and effective technical support. Long wait times and unhelpful troubleshooting guidance prolong resolution times, resulting in poor customer experience.
- Billing Delays and Errors: Billing errors and delays are other common pain points. Some providers have complex billing systems that are difficult to understand, leading to discrepancies and inaccuracies. Delays in receiving bills can also cause disputes and dissatisfaction. Inadequate customer service management slows the resolution of billing issues, making customers feel their concerns are not a priority.
- Inflexible Subscriptions: Subscription plans offered by TV and ISP businesses often fail to meet evolving customer needs. Customers may feel stuck in a plan without the option to upgrade, downgrade, or customize it. When initial offer periods end, many services become add-ons, resulting in additional charges. This frustrates customers, leading them to leave the provider.
- Lack of Personalization: Personalization is key to delivering memorable customer experiences in today’s competitive market. TV and ISP companies compete with industry rivals, OTT platforms, and other disruptive entrants. Falling short in personalization and recognizing customer preferences and usage patterns leads to losing existing customers and hinders the acquisition of new ones. Customers receive irrelevant promotional offers and recommendations, feeling they are simply another number in the provider’s database.
- Inconsistent Quality of Service: Customers often complain about fluctuations in internet speed, resolution quality, or channel availability. These issues disrupt their entertainment experiences and leave them dissatisfied. Inconsistent services occur when providers do not invest in maintaining high-quality services. Many providers also lag in adopting new technological trends, such as fiber-optic internet, making them less desirable to customers, especially when many alternatives are available.
The Dire Consequences of Neglecting CX in the TV and Internet Service Provider Industry Are Dire
- Customer Churn: Dissatisfied customers will go directly to competitors, contributing to higher customer churn.
- Losing Revenue: The service provider will lose revenue as customers leave the brand, and the rest are unlikely to upgrade or purchase premium subscriptions.
- Negative Reviews: Unhappy customers often share their experiences more and spread negative word of mouth. They vent their dissatisfaction on social media, and negative reviews and words spread to more people faster.
- Brand Reputation: Negative CX damages the service provider’s reputation significantly and is hard to repair, making acquiring new customers more demanding.
- Increased Expenses: More customer complaints and queries need more resources to address them. Service providers need to fix errors or delays. All these lead to additional expenses.
Redefining Customer Experience: How Can TV and Internet Service Providers Improve CXM?
TV and Internet service providers must adopt new business models and infrastructural changes to satisfy always-connected, tech-savvy customers. Partnering with a reliable and experienced CXM service provider is crucial to overcome years of customer dissatisfaction. These providers should offer robust customer support with the right tech stack to deliver omnichannel service in a complex connected device ecosystem. This approach successfully breaks down silos and ensures a seamless transition.
Customers expect support to be available at their convenience 24/7, in the channel of their preference, and they dislike having to repeat or restart their interactions.
Cord cutters (who canceled their subscriptions) and cord nevers (who never opted for any subscription) require extra effort! Custom and flexible bundling of TV and Internet services, both together and individually, across multiple locations and states with competitive pricing will give any provider an undeniable edge. Cable and broadband businesses must turn to outsourcing providers with expertise in creating omnichannel service plans, deploying digital channels, and using real-time analytics and insights to improve customer experience and increase revenue. Choose a partner with a skilled workforce, technological expertise, and process design and optimization capabilities.
A CXM partner proficient in order processing, order management, multiple billing systems, new movers, pending disconnects, and retention is critical for surviving this industry. Additionally, finding customer support vendors with expertise in wireless networks, packages, premiums, streaming, high-speed internet, video, voice, and relevant technologies is essential to meeting customer needs and overcoming support challenges. A CXM service expert with extensive experience in Customer Service, Tech Support, Live Chat, Email, and Social Media can be a great ally. They can help sustain your business in this challenging terrain by automating processes, implementing social media listening, and enhancing quality monitoring.
