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Cable Technology Feature Article

August 21, 2009

Broadband Providers Can Achieve 15% Higher Customer Satisfaction with Bundled Services, Says Parks Associates

By Calvin Azuri, TMCnet Contributor

A recent white paper from Park Associates has revealed that broadband providers can achieve 15 percent higher customer satisfaction through connected home strategies that include service bundles and value-added services like premium technical support.
The new white paper from Parks Associates (News - Alert) is titled “Broadband Services: The Turning Point”. It reports that subscribers with a triple-play bundle exceed the national average for satisfaction with broadband services. Premium entertainment services, premium technical support and provider-deployed home networks also have an immediate and positive impact on customer satisfaction and create a foundation for future service enhancements and higher ARPU.
According to Kurt Scherf, vice president and principal analyst at Parks Associates, broadband services are no longer measured by delivering a single service over one network to one device. Service providers help themselves by emphasizing customer support and high-quality service offerings. Moreover, service providers can leverage current service deployments and management systems to reap future benefits like reduced CAPEX and the ability to deliver emerging connected home applications.
Broadband Services: The Turning Point examines the evolution of broadband services and provides primary consumer data of U.S. broadband households, including current penetration of bundled services, consumer interest in a variety of broadband value-added services, and the impact of VAS on customer satisfaction.
The key finding of the white paper is that the ability of a service provider to bundle access services together and deploy certain value-added services is a key component of building customer satisfaction.
Another observation is that the “connected home” is a very real concept for service providers that will allow them to add new value on top of the features they already provide. It has also been found that service provider considerations for delivering connected home solutions are built around deploying and maintaining high quality core services; delivering value-added services to segments of their customer base with flexible systems that provide service activation, billing and customer care; and packaging core and value-added services in bundles that offer price competitiveness and the ability to scale the offering to meet future consumer needs.
Parks Associates is a market research and consulting company that specializes in emerging consumer technology products and services. It creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.

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Calvin Azuri is a contributing editor for TMCnet. To read more of Calvin’s articles, please visit his columnist page.

Edited by Tim Gray