“The
vast majority of European broadcasters, pay-TV operators, telcos and
OTT service providers, are failing to make effective use of
subscriber data and analytics to engage consumers” [1]
Paywizard,
the pay-TV sub, billing, and customer experience (or the cooler term, CX) management research
specialist, notes that: “Customer experience has emerged as a key
competitive differentiator in the pay-TV sector, with data analytics
playing a critical role – but most operators don’t yet have the
tools they need to keep their customers happy” [2].
"In order to grow a loyal and paying subscriber base, the key is taking an approach centred
around the entire customer journey to provide the best customer experience. In recent years, having the
best content is no longer the only reason customers stay or leave a service" [3].
Paywizard's research study, entitled: "Consumer Analytics in the Post-OTT Age. Insights from European service providers," involves interviews with C-level executives incorporating: OTT providers, Telco’s, Broadcasters and Pay-TV organisations, highlights the fact that in most cases, over the following 12 - 18 months, video
service and television providers plan to ramp up their use of customer analytics [1].
The CEO of Paywizard, Bhavesh Vaghela, notes: "Virtually everyone providing a pay-TV service sees analytics as critical to understanding the customer journey and having the ability to take actions that enhance the customer experience – such as highly targeted offers and precisely-timed communications. But most are still unable to do that. There is a large gap between where operators are and where they want to be" [3]. Here are infographics of key findings. Images credit: Paywizard.
Focusing on Analytics & Having the Right Tools
Although every major
operator classes CX as one of their key strategic priorities: 4/5th think that they are just at the start of their journey into customer
analytics, and that in order to guarantee a consistently great
experience for consumers, they need to rev up their capacity for analyzing user information. Further, most of those questioned stated that they do not hold the relevant tools which can generate high level subscriber
insight. - Something that would empower them to target CX in a highly precise way so they can deliver a more positive experience [1].
The author of the
research study, independent media and tech analyst, Ben Keen, stated
that: “Overall, the operators we talked to, believe the weakest
part of their current analytics capability lies in predicting churn
and winning back lost subscribers. They also uniformly think that
applying analytics to this stage of the customer journey would have
one of the most positive impacts on their overall business
performance” [1].
OONA's Winning Tool For Gathering Subscriber Data & Compiling Consumer Analytics
"OONA Global: Setting the Bar for a Better User Experience"
Being a forerunner in OTT mobile TV, OONA Global came up with a strategy that highlights
the importance of catering to individual users' needs. The
cutting-edge platform which offers both AVOD (ad-based video
on-demand) and SVOD (subscription-based video-on-demand) options, has
successfully integrated its demographic-specific AI chatbot, to serve
as an Ad and Entertainment Personaliser Manager. Known as SiskaBot,
this patented genie-in-the-app, is ready and waiting to chat, serve
and help consumers 24/7. The regular conversations that she has with
them, helps to uncover a lot more than just standard data collection
methods, when it comes to what they personally like and want, both in
the field of entertainment, and consumer goods and services.
Making CX a Priority
When it comes to TV operators, success
now demands the 'CX Ingredient' - something that can outrank both product and
service quality. Yes, CX
has evolved, and through OONA Global TV's world-first innovative AI chatbot strategy, this cutting-edge platform is leading the way, not just for personalising entertainment and other content, but for collecting targeted subscribers' data, analysing the data, and then together with other deep data collection methods, creating unique individual profiles to ensure that each and every customer's experience, and expectations are second to none.
Customer Experience & Loyalty
The customers’ perception of the way they are being treated by
the company or platform, is extremely important. Such perceptions: "affect their behaviors
and build memories and feelings and may drive their loyalty. In other
words: if they like you and continue to like you, they are going to
do business with you and recommend you to the others" [4].
As
the OONA team understands, in order for users to make the platform a
big part of their lives, not only do they have to deliver exciting, brilliant content, the latest films, hot series, live sports, and
everything else that families, couples and singletons adore. They also have to maintain a deep understanding of their consumers, and continuously work hard to generate
and deliver the personalised experiences which will guarantee their
loyalty. This may sound easy, but it has to involve the platform's dedicated
drive to collect a huge amount of its consumers' data from algorithms which show their behavioral patterns, as well as their precise intricate desires, which come from their direct conversations with Siskabot.
Chatbots
are the New Browsers
Thanks to pioneers such as OONA, viewers no longer need to waste away hours of their time searching for pirate content. Chatbots
are not a fad, they are the future, and just like Siskabot, Cortana, and others, they are here to make our lives easier, gain our loyalty,
and help us get just what we want, efficiently and quickly. Bots are
cool, in that unlike browsers, there is two-way communication flow,
so you can ask a direct question and get what you need as quickly as possible.
Customer
Experience is the Latest Battlefield
Image Credit: Forbes
Because
of all the alternative solutions on offer, consumers have in part,
determined their loyalty to certain platforms and companies, from the
way in which they rank CX. Yet until now, due to the lack of high-tech
analytic tools, companies did not have many ways to ramp up customer
experience.
When
a survey for Digital Marketing Trends was carried out by
Econsultancy, companies were asked what they believed the most
exciting opportunity for 2018 was. The answer: “CX came in
first” [4]. On top of this, research conducted by Walker,
indicates that by 2020, CX “will overtake price and product as the
key brand differentiator” [4].
Leading the Pack
OONA is certainly on
top form with its CX, and: “Gartner predicts that by the end of
2018, more than 50% of organizations will redirect their investments
to customer experience innovations [4]. OONA's founder and CEO,
leading digital strategist, Christophe Hochart, anticipated this
transformation a long time ago, and by employing a strategy which
offers hundreds of exciting channels which serve everyone's desires,
and launching OONA's innovative “the genie in the app,” Siskabot,
Hochart has demonstrated that OONA is customer committed rather than
solely customer focused. This approach is able to live up to the CX
expectations of 185 million plus consumers via OONA's partnership
with Telkom Indonesia, not to mention the billions more free mobile
TV and SVOD users coming on board with OONA's expansion into other
parts of Asia, Africa, South America, the Middle East, the US and
Europe.
Guaranteeing that Continually Changing Subscriber Data Rolls In
OONA rewards viewers with tcoins - a cool virtual currency, which can be redeemed for branded goods and services, fun days out, meals, discounts, and Telcom products. Users are able
to derive substantial benefits from this tcoin program, and among
other things, the more they chat with SiskaBot, the more tcoins they can accumulate. Further, Siskabot will even
check to see if she has done a good job, so the user's experience is
second to none. As research indicates: “72% of customers will share
a positive experience with 6 or more people” [1], so this is a
rock and roll situation for all concerned.
Summary
Summary
In
summary, “Since 89% of businesses are soon expected to compete
mainly on customer experience, organizations that take customer
experience seriously will stand out from the noise and win loyal
customers over” [1]. OONA has proved itself to be on the right
track, as revving up their viewers' CX is all about driving great
interaction, and delivering meaningful consumer relationships through
finding out what each individual user desires in the way of exciting entertainment content, and ads that will help them get exactly what they want,
at great prices. OONA's “genie in the app” delivers – it sets
the bar, continually brings in unique subscriber data, and puts CX right at the top.
References
[1]. O'Halloran, Joseph
(2018). "Euro TV ops failing to use subscriber data to ensure
positive customer experience." https://www.rapidtvnews.com/2018100353698/euro-tv-ops-failing-to-use-subscriber-data-to-ensure-positive-customer-experience.html#ixzz5SrPiIAyR Accessed 3 Oct. 2018.
[2]. Paywizard (2018). "Consumer Analytics in the Post-OTT Age." http://www.paywizard.com/customer-analytics/ Accessed 3 Oct. 2018.
[3]. Keen, Ben (2018)."Consumer Analytics in the Post-OTT Age. Insights from European service providers."
file:///C:/Users/oooo/Desktop/Customer_analytics_in_the_post_ott_age__1_.pdf Accessed 3 Oct. 2018.
[4]. Kulbytė, Toma (2017). “32 Customer Experience Statistics You Need to Know for 2018.” SuperOffice. Retrieved from: https://www.superoffice.com/blog/customer-experience-statistics/ Accessed 3 . 2018.
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