Key Challenges
Going forward, the success of a broadcasting business will be determined by a consumer’s experience with that broadcasting business. Due to competition from digital natives, broadcasters are now challenged to curate personalized, direct relationships on an ongoing basis. Customer service is a curation function and amounts to consumer experience (CX). It is a principal tool for not only retaining existing consumers, but for also driving consumer growth (subscriptions). Great CX is the key success factor in a broadcaster’s ability to shifting and succeeding in a direct-to-consumer business and service model. In addition, broadcasters who deliver superior CX will we be able to more effectively compete against digital natives.
- Providing consumers with a unified experience across multiple digital channels in order to provide a consistent omnichannel experience.
- Personalizing consumer interactions and journeys.
- Anticipating customer service needs and issues.
- Understanding how engagement is inconsistent and reactive across the consumer lifecycle.
- Improving customer lifetime value with new, differentiated digital services.
- Decreasing customer effort required to resolve issues.
- Dealing with the significant cost to serve consumers as traditional pay-TV operators are still resource-heavy when it comes to customer sales or services requests.
- Increasing Net Promoter Scores (NPS) to be more in line with digital brands.
- Competing with more frictionless, subscription-based offerings.
- Adapting to customer demands and market changes.