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Cable Technology Feature Article

May 18, 2010

Consumer Survey Conducted to Study Cable Operator and Subscriber Relationship

By Calvin Azuri, TMCnet Contributor

CSG Systems (News - Alert) International, Inc. a principal provider of customer interaction management and billing solutions has announced the results of its latest consumer survey. The survey was designed to poll end consumers on the service experiences that most impact the relationship between cable operators and their customers.

CSG partnered with industry analyst firm Frost & Sullivan (News - Alert) to complete the research. For the research 260 consumers nationwide between the ages of 24 and 49 were surveyed in the month of April, 2010. The survey results indicated that delivering high-quality customer communications along with a positive customer care experience across all customer touch points can greatly improve the ability to retain and grow a customer relationship. However, the survey also illustrated that the brink for poor customer service experiences is low, in many cases prompting a customer labels a cable operator as a poor customer service provider after having only one negative experience.

Dan Colquhoun, vice president, customer research, Frost & Sullivan says that with the variety of communications channels at their disposal, cable operators are in a unique position to reach customers according to their preference. He further added that as per the survey results, leveraging those channels appropriately can advance interactions with consumers that net out in recommendations of the service to friends, increased buying and reducing customer churn.

Rob Kunzler, Vice President, Marketing, CSG Systems says that customers have reported that the quality of care during just one interaction can make or break their opinion of their cable operator therefore he suggests that it's important to not only deliver the right customer interactions, but also to deliver those interactions via the channel the consumer prefers. He said that the data provides a clear in message; to deliver a solid, informed and consistent service experience, whether it is through the set-top box, email, call center or other channels, they all will result in customer maintaining or expanding their service set.

Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth and achieve best-in-class positions in growth, innovation and leadership.

 CSG Systems International, Inc is a customer interaction management company that provides software- and-services based solutions that help clients engage and transact with their customers. 

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

Edited by Alice Straight