By Giuseppe Pascale

ML, Vewd IQ, Customer Experience, Analytics

April 07, 2022

Competition for eyeballs and share of the household wallet is intense. The availability of low cost OTT services on pay-as-you-go contracts means that the potential for churn is at an all-time high. But, by offering a holistic experience for customers to easily find and enjoy their content, along with a superior quality of service (QoS), TV providers can still hold the upper hand.

In this scenario, anything that enhances the overall user experience (UX) is a clear win. From reducing call center traffic to encouraging loyalty to the service - as a step to expanding the total household package - the UX is a crucial weapon in the fight to maintain a competitive edge.

Conversely, if the experience is repeatedly poor then customer frustration will boil over. This not only increases pressure on call centers, not to mention the added cost of any truck rolls, but could potentially lead to wider reputational damage as customer frustration is vented online.

Rather than a rare, massive power outage, it’s the multiple, consistent minor issues that undermine the overall experience, like persistent buffering or laggy load times, being unable to access the program guide, or a failure to launch an app.

Anticipating issues is the key

What if you could forewarn your operations teams about localized issues of this kind so that they can respond in advance? What if, when a problem is detected in the network or on playback devices, customer service is on the front foot to respond? Better still, what if the issue could be detected, diagnosed and self-fixed in the background – perhaps by software update or service reboot overnight?

Beyond that, what if an issue could be predicted and solved before it impacts the service? The customer need know nothing except that their service is running as they like it. There’d be fewer calls to the call center and better customer satisfaction.

Would that increase your Net Promoter Score (NPS)? You bet it would.

Prescriptive analytics

Vewd IQ: Experience is designed to do just that. By collecting data in real time from devices at the driver, OS and UX levels, alongside network and customer satisfaction statistics, and processing these in the cloud, it produces a complete picture of the status of all metrics that affect the real world TV experience.

But that’s not all. By applying machine learning (ML) to this data, Vewd IQ: Experience is able to anticipate issues with performance, and make quantified suggestions as to where changes can be made to improve the service experience.

Using these predictive and prescriptive analytics techniques, TV service providers can model the UX and identify each issue impacting performance. Potentially serious outliers can then be flagged for urgent attention. By setting up tools and processes to continuously measure, forecast and self-diagnose, providers can then pre-empt and fix errors in the network and in customers’ homes in real time.

The net result is an ability for the service provider to minimize disruption and reduce cost while boosting NPS. Providers can continuously adapt their systems to deliver the best cost/customer satisfaction trade-off, ensuring that they more easily meet their business objectives.

To find out more, visit the Vewd IQ: Experience web page.