By Barbara Bacci Mirque
I found this Media Post article most informative. However, CTAM missed one important point-it is not just marketing that has to improve. What we faced in our HD journey was another key facet to the marketing experience and that is poor customer service from our cable company. Yes, better marketing is needed but so is training for the most important touchpoint these cable companies have-their consumer facing customer service reps.
In our case we knew we needed an HD cable box and HD service and requested the upgrades. We had to go to our cable provider customer service center to pick up the HD box and switch services. The customer service rep told us we did not need digital service to access HD, and since we don't watch that much TV and had no need for 300 channels, we were pleased to learn that. But, when we got home and started setting up the box we realized that although we requested an HD box, she had given us a non-HD box. So we had to go back. Then it took a few more painful days to get the HD box hooked up and working. Finally, we could watch television on HD. But then we too were in the camp of wondering what is alll the hype about HD TV?! The picture quality on our beautiful new flat screen TV was no better than before. After a day or two it dawned on us to check our service and perhaps we did need digital service after all-Bingo! Finally we had that crysal clear image. But it was a slow process dealing with poorly trained, surly customer service reps, and has not left us fans of our cable provider. My husband- the voice of the customer- he is not a marketer - recommends that when customers come into the service centers to obtain HD boxes that instead of making them wait in line as we did, the cable provider should have a separate area for HD upgrades and take them through all the steps to eliminate the pain points. CTAM, he is available for consultations!
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