TheRoleof CustomerCareinOTT
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- Sigrid Frederiksen
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1 TheRoleof CustomerCareinOTT Thereisnosuccessstorywithoutviewersatisfaction
2 Tableofcontent: Customercareisanintegralpartoftheuserjourney CustomerCaremitigateschurn How importantiscustomercareforottviewers? Self-care:Proactivevsreactivesupport Whencustomerservicefails LivevideovsSVODcustomercarespecifics Customercarebecomesakeycompetitivediferentiator NPSandusersatisfactionasthekeycustomercareKPIs NPSforPayTVandOTTproviders NPSfortechnologyserviceproviders Whataboutgeneralusersatisfaction? CleengNPSandsatisfactionnumbers OtherKPIs Client scasestudy:tennischannel QualityofCustomerCaregivesyouthatloveedge AboutCleeng
3 Customercareisanintegralpartof theuserjourney Withdirect-to-consumer(D2C)streamingservices,broadcastershavetocloselytrackandimprovealstages oftheuserjourney.oneofthemostunderappreciatedyetmostimportantlinksinthischainiscustomercare sincethisdirectlyafectsusersatisfactionwiththeservice. Havingtoworyaboutaudience-orconsumer-focusissomethingnew formanymediacompanies,butthisis anurgenttaskiftheywanttosucceedinthed2cworld.afteral,acquiringanew subscriberisfiveto25times moreexpensivethanretaininganexistingone[accordingtoresearchbyfredreichheld,theinventorofthe NetPromoterScore]. Itmakessense:youdon thavetospendtimeandresourcesgoingoutandfindinganew client youjusthave tokeeptheoneyouhavehappy. Keepingsubscribershappyandknowinghow tokeepthem loyaliskeytothelong-term successofott initiatives. CUSTOMERCAREMITIGATESCHURN So,whatmakesthem unhappy?amongpaytvservicesinrecenttimesithasbeenrising,unafordablefees closelyfolowedbyapooruserexperienceandsubstandardcustomersupportwhicharetheredalert warningsforsubscribersatisfaction. WHYDO YOUFEELYOU RENOTGETTINGENOUGHVALUEFROM YOURPROVIDER? (Choosealthatapply) 3
4 ButchurndoesnotchalengepayTVoperatorsalone.Whilethereareplentyofconsumerswilingtosignup forthefreedom,flexibility,andconvenienceofott,thecompetitionisfierceandmoreoftenthannot, subscriberchurnratesforstreamingservicesarethroughtheroof. Lookingattheabovechartfrom anottserviceperspective,it sclearthatqualitystandardsneedtobe raisedsignificantlyacrosstheboard.churncanbecomehardtocontrol,asitcanhappenatanypointduring thecustomerjourney,duetovariousreasonslikepaymentfailure,athincontentcatalogue,low engagement levels,badviewingexperienceandalackofcustomersupport. Ultimately,churncanbefatal.Itisn tunusualamongtheprospectsthatreachouttoustoseechurnratesranging from 20% to40%.improvingthesemetricsisessentialtoreachapositiveroiandcontinuetogrow your subscriberbaseyear-on-year. ReadmoreontacklingchurninourlatestQ&AforDigitalTVEurope. HOW IMPORTANTISCUSTOMERCAREFOROTTVIEWERS? Thethirdofthesedimensions-CustomerCare-canbeoneofthetoughestjobsintheworldoflivestreaming videobutabusinessmodelfocusedontheend-userwilpaydividends. AD2Cbusinessmodelimpliesdirecttoconsumercare.Subscriberswilexpectinformationconsideredfrom alanglesandtimelyhelpwhenneeded.theywilappreciateaservicethatofersareliableandeven personalisedguidetotheservicetheypayfor. Auser-focusedserviceembeddedintoalcustomercommunicationsandtransactionswilmitigatechurnand drivepropensitytosecurenew subscriptions.thesevalueswilbecomepartofthebrand,asadiferentiator againstlesssavvycompetitionandfuelingpositiveword-of-mouth. SELF-CARE:PROACTIVEVSREACTIVESUPPORT Customersupportcanbeproactiveorreactive,themaindiferencebetweenthem beingthatproactive supportsavesabroadcasterlotsoftimeandresources.bycreatingtherightcontent,guidelinesandprocesses, userscanservethemselves. SELF-CAREMETHODSINCLUDE: 4
5 Whenasupportsystem orteam isoverwhelmed,problemsandglitchesarise. TheCustomerCaremanagementhastotakeintoaccount: Scalabilityofsupportprocessesandteam andinvestmentsinhr; Flexibilityinhandlingsuddenpeaks(typicalforlivestreamedevents,seegraphbelow). Figure2:ThesuddenpeakofCleengpay-per-view transactionsforthemoneyfight WHENCUSTOMERSERVICEFAILS Unfortunately,incidentsofcustomerfrustrationarenotrareandparticularlyaflictlivestreamedsports. SeveralrecenthighprofilesportsOTTlaunchesincludingF1TV,andEurosport sdebutof BundesligamatchesinGermanyandAustriahavesuferedfrom servicebuferingandeven outages.onbothoccasions,though,therightsholderorserviceproviderwasquicktoreactand mesagecustomersthattheywouldbereimbursedaportionoftheirsubscription. Whentheproviderfailstoplacecustomersfirst,theissuessuroundingtheincidentareexacerbated. Thisiswhathappenedduringthelivestream ofaglobalpayperview eventin2017.unabletohandlethepeak intrafictothesiteinthemomentsleadinguptotheevent,manypotentialsubscriberswereforcedtoturnto ilegalsites,whileotherswhohadsuccessfulypaidfoundthemselvesdeniedserviceorexperiencingsevere delays. InIncaseswhenthecustomerservicecommunicationsareunableorunwilingtorespondefectively,customers areturningtosocialmediatakingthereactionoutoftherightsholder scontrol. 5
6 LIVEVIDEO VSSVODCUSTOMERCARESPECIFICS Aswehaveseen,livevideoisaninherentlyriskyscenariofortheOTTprovider.WhilepayTVprovidersbenefit from apredictableinfrastructure(byowningthenetworkendtoendincludingdeliverytotheset-topboxes), withottthequalityofserviceoverinfrastructuretheoperatordoesnotownisnotdirectlyundertheircontrol. ViewersmightbewatchingcontentonaconnectedTVordesktopPC,theirsmartphone,viaappsortheweb, alwithvaryingqualityandalimpactingthecustomerexperience. Consequently,timeisoftheessenceinrespondingtocustomerqueries.Itislikelythatmorehumanresource wilbeneeded,especialyaroundlikelyhighdemandevents.personalisedanswersthataddressthecustomer s issuedirectly,ratherthancutandpastechatbotresponses,wilscorehighlyoncustomersatisfaction. On-demandcontentprovisionshouldbelesschalenginggiventhatthetime-criticalelementislargelymissing. However,avigilantcustomerfocussedOTTprovidershouldmakeitaprioritytofindpermanentfixesgiven theadditionaltimetosetupandtestservicecomponents. 6
7 Customercarebecomesakey competitivediferentiator Therearemanymetricswithintheindustrythatcanhelpyouassessthequalityofprovidedcustomer support.thosenumberscanhelpavendorstandoutfrom thecompetition. NPSANDUSERSATISFACTIONASTHEKEYCUSTOMERCAREKPIs ThestandardmetricusedtomeasurethequalityofonlineproductsandservicesistheNetPromoterScore (NPS).Thisistypicalyusedtomeasureyourcustomer soveralloyaltytoyourbrandbasedonthepercentage ofacompany'strueadvocates( 9 and 10 ona10-pointrecommendationscale)minusitsdetractors( 0 through 6 onthissamescale).andyes,youcanhaveanegativenpsscore. ResponsestoanNPSsurveyorquestionbelongtothreegroups(viaZendesk): Detractorsarecustomerswhogaveascoreof0to6,indicatingadissatisfactionwithyourcompany. Passivesarecustomerswhogaveascoreofeither7or8,indicatingthattheyarenotrealyeagerto recommendyourcompanytoothers. Promotersarecustomerswhogaveascoreof9or10,andtheyarelikelytoactivelyrecommendyour companytoothers. Companiescanusethecalculatedscoretoindicateitspotentialforreal,sustainablegrowththroughcustomer retentionandword-of-mouthreferals. NPSFORPAYTVANDOTTPROVIDERS It sincreasinglyclearthattraditionalpaytvprovidersareunabletoprovidethelevelofserviceorvaluefor moneythatonline-based,d2cservicescan andunlessthesebusinessesmakeclearefortstoadapttheyface extinction. Figure3:SVODservicesconvincinglybeatPayTVinNPS N=3000,Q32017, Source:AmpreConsumer 7
8 NPSisdirectlycorelatedtocustomers wilingnesstospendmorewithtechnologyproviders,trytheirnew productsandservices,forgivethem afterabadexperience,andactasareferenceforthem withprospective clients. That swhydoingyourutmostbestinpleasingyourcustomersinordertobecomebrandadvocates.improving thenpsshouldbeapriorityforeachcompanylookingforsuccess. NPSFORTECHNOLOGYSERVICEPROVIDERS IfwecomparetheNPSfortechnologyserviceprovidersratedbyclientsinthemediaandbroadcasting spacethenewsisnotgreat. TheaverageNPSfortechvendorsdecreasedbymorethaneightpointsfrom lastyear,downfrom 29.9to21.4, perthe2017reportfrom ResearchandMarkets.ThereportfoundthatNPSrangesfrom +43to-22,from a sampleof58technologyvendors. Asatechnologyproviderinthemediaandbroadcastingspace,CleengreachedanNPSaverageof43.91 during2017. Zendesk stoppromoteranddetractorphrases TopPromoterPhrases greatservice greatcustomerservice greatprices easyuse greatquality fastdelivery TopDetractorPhrases poorcustomerservice wastetime doesn twork timeconsuming don tknow you dificulttous TheoveralanalysisshowsthatNPSiscorelatedtocustomers wilingnesstospendmorewithtechvendors,try theirnew productsandservices,forgivethem afterabadexperience,andactasareferenceforthem with prospectiveclients. 8
9 WHATABOUTGENERALUSERSATISFACTION? According to the mostrecentamerican CustomerSatisfaction Index(ACSI),video-streaming services outperformedu.spaytvoperatorsbysomemargin.indeed,theu.s.paytvaveragefel3%year-on-yearto an 1-yearlow inthe2018report. Bycontrast,andbynearlyeverymeasure,customersofstreamingproviderssuchasNetflix,SonyPlayStation Vue,andAmazon-ownedTwitchsaidtheyarehappierthanthoseofcable,sateliteandtelcoTVoperators. A standoutmetriciscal-centersatisfaction:amongpaytv providers,theacsiscoreaveraged63 considerablybelow the75averageforvideostreamers.ottalsoconsistentlyoutscoredpaytvoneaseof understandingthebil;websitesatisfaction;andoveralperformanceandreliability. Asidefrom dissatisfactionwithcalcenters,paytvsubscribersindicatedthattheabilitytominimizeservice disruptionsandoutageswaspoor. 9
10 CLEENGSATISFACTIONNUMBERS CleengistrackingbothB2BandB2Csatisfactionlevelssinceitprovidesatechnologyforbroadcastersseling directtoconsumers. Figure5:CleengViewerandBroadcastersatisfactionratesin2018 ThesenumbersareadirectoutcomeofmultiplerecentefortsdirectedatoptimizingCleeng scustomercare. AftertheestablishmentofadedicatedcompanybranchinManila(Phi),definitionofclearprocesses,alongwith intensivecross-team andcross-branchtrainings,wesaw asteadyriseinconsumerandclientsatisfaction. OTHERKPISTHATMATTER Theseinclude: ServiceLevelAgreements(SLAs). Reopenticketrate.Cleengaverages20% indicating thatusersofcleeng spend moretimewithcustomerstounderstand theirissues. Numberof one-touch resolutionsto acustomerquery.withsvodthisgets more complicated, since al the metadata is needed per device, browser,screen size etc.forlive contentcleenghasa65% one-touch resolutionrating. Percentage of inquiries from paid transactions.cleengaverages5%ofpaid transactions. Chargebacksandrefundsrates. 10
11 Client scasestudy:tennischannel Tennis Channel, the premier tennis televisionanddigitalnetworkintheu.s, used Cleeng s subscription and customercaremanagementtechnology topowerthenetwork supdatedapps. Tennis Channel finds great value in Cleeng s customer care systems and stafing,backedupwithalivechatmodule fordedicated24/7usersupportandan SLAof60-secondfirstresponsetime. Cleengbringstheuserexperienceandflexibilityweneedto integratewithourinternalproductionplatforms saidadam Ware,seniorvicepresident,headofdigitalandbusinessdevelopment,TennisChannel. 1
12 Conclusion:QualityofCustomerCare givesyouthatloveedge SeamlessCustomerCareisanintegralpartofthecustomerjourney,particularlywhenyou retalking direct-to-consumer.methodssuchasinformativevideos,faqs,section,macros(personalisedtemplated responses),livechat,multilingualand24/7supportwilhelpyoubuildasignificantleveloftrust,loyalty,and comfortability. Today sotthungryconsumersaremoreempoweredandperhapsmoreimpatientthanever.towinon today sdigitalbatlefield,keepingyourcustomercareoferingsconversationalwiththepowerofemerging technologiessuchasmachinelearning-drivenchatservicesaswelastriedandtestedlivechatoptions,you wilbeabletoprovideyourconsumerswithswiftanswerstotheirquestions,earningtrust,loyaltyandasa result,valuablelong-term custom. Ofcourse,OTTislargelyaboutthecontentonofer,butwithoutprovidingaseamlessuserexperienceand exemplarystandardsofcustomercare,youraudienceisunlikelytostickaround.alternatively,keepyour customershappythroughouttheirjourneyandottsuccesswilbeyours. 12
13 AboutCleeng CleenghelpsTier1broadcastersandoperatorstofulyembracetheDirect-to-Consumermodelandsucceed withtheirottstrategies.cleeng'ssvodandpay-per-view solutionsareusedbymarket-leadingbrandslike Foxtel,FranceTélévisions,GoldenBoyPromotions,McFit,NHRA,andSinclairBroadcastGroup. TheCleengplatform isbuiltforscalability,interoperabilityandisdeeplyintegratedwiththeleadingstreaming andfront-endproviders. CustomerCareisanintegralpilarintheCleengofering,alongwithIdentity&AccessManagement(IAM), CommerceandSecurity. CustomerCareisanintegralpartoftheCleengproductoferingasitrepresentsoneofthefivepilarsinthe CleengCore.Additionaly,broadcastersoftenpluginanextraCleengHi5add-onservicetotheCorewhen theyneedtohandlemassivedemand.contactusformoredetails. 13
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