TRGiSKY Releases Brand Health Study of U.S. Pay TV Market
TRGiSKY conducted an extensive study which examined the health of subscriber relationships with their Pay TV providers and how the state of these relationships affects subscriber behaviors. Customers want an affordable service that offers responsive customer service and greater access to content and features.
- (1888PressRelease) November 08, 2010 - TRGiSKY, a market research consultancy, conducted an extensive study which examined the health of subscriber relationships with their Pay TV providers and how the state of these relationships affects subscriber behaviors.
Subscriber retention and share of wallet are paramount given the economic down-turn. The challenge for many businesses has been and continues to be how to drive loyal and profitable behaviors. Companies have struggled with this as customer satisfaction has failed to translate into the levels of customer loyalty and share of wallet organizations have expected or required. The reason for this is that customer satisfaction (or even recommend intention) is only part of the loyalty equation. Relationships are multi-dimensional, and one cannot effectively assess a relationship by only measuring how one is doing from a functional perspective i.e., satisfaction. A company needs to also understand how much of a personal relationship it has with the customer and, ultimately, how invested that customer is with the brand to obtain a true sense of the health of the relationship.
Relationship Investment is defined as an enduring desire to maintain a relationship. Over time and across industries, fully invested relationships have proven to be a significantly better indicator of profitable, customer behavior. iSKY observed that these principles hold true of subscriber relationships with Pay TV providers using its proprietary Relationship Investment Model™. Focus and improvement of Relationship Investment can yield significant financial benefits in the form of greater Video on Demand spend, lower costs associated with servicing the customer and greater multi-channel interaction to further engage subscribers while focusing on customer satisfaction will likely result in money being left on the table.
Examining the brand health of Pay TV providers, iSKY found that while there are differences in the strength of relationships amongst providers, all providers have ample room for improving the health of subscriber relationships. The needs of customers and what is required to foster healthier relationships is similar for Pay TV providers though. Customers want an affordable service that offers responsive customer service and greater access to content and features. Delivering on these needs will foster healthier and more profitable relationships.
To learn more about this study visit www.trgisky.com/news.
TRGiSKY is a market research, analytics and consulting firm that specializes in helping its clients manage their customer relationships and promote their brand equity. Founded in 1984, iSKY initially focused on the automotive industry, but has since then expanded into other sectors including Travel and Leisure, Retail, Telecommunication and Financial Services. TRGiSKY has taken a leadership position in the development of innovative solutions for the management of customer relationships. From the first interactive customer follow-up program to the leading-edge Relationship Investment Model™, the company has been at the forefront of market research for over 20 years.
iSKY is a wholly owned subsidiary of The Resource Group (TRG), a global provider of business process outsourcing and customer management solutions. TRG has over 50 locations in five continents and employs over 5,000 professionals worldwide.
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