Customers have a number of options, especially when it comes to media and entertainment, which is why many consumers have chosen to ditch cable TV services and opt for cheaper, more convenient online services. Providers such as Hulu, Amazon Prime and Netflix offer consumers with a value-driven viewing experience and streaming options that are available on mobile devices, tablets, computers and televisions. These options may be difficult for cable TV providers to compete with.
Recent studies confirm that the current state of cable TV services may be weaning. A 2015 study conducted by Digitalsmiths found that 23 percent of pay-TV subscribers were less than satisfied with the level of service received from their cable TV providers, citing increasing costs and fees as one of the primary reasons for considering a change or break from cable TV services. In many cases, homeowners are paying upward of $150 a month for bundled packages such as Internet, telephone services and pay-TV.
Ironically, the Digitalsmiths study reported that many cable TV service subscribers said they watch approximately 10 of the hundreds of channels available, which begs the need for providers to make it easier to find programming for subscribers.
Customer service issues also contribute to the downfall of any business, but in particular, for the cable TV services industry. When consumers have online streaming choices and advanced technology to watch what they want when they want, companies have to respond by creating premier services that are unmatched by the competition.
Consumers want convenience. If cable companies are faced with the threat of customers abandoning their services for online streaming and mobile TV options, they must launch customer service strategies that can compete. Long gone are the days of sole telephone support centers. Instead, innovative strategies, such as mobile help centers and online chats for troubleshooting, have become the norm.
Recent studies cite that more than 70 percent of smartphone users have more positive experiences and impressions of companies offering technology options, such as a mobile apps for troubleshooting problems, obtaining discounts, and viewing cable TV programs. In fact, companies that can take mobile apps to the next level and offer live streaming of shows as part of an affordable package are gaining more popularity due to the convenience and cost-effective solutions provided. Mobile apps and online communication options allow pay-TV providers the opportunity to stay ahead in the area of customer service and create a personal connection with customers.
The decision to abandon cable TV services is prominent on the minds of consumers as more affordable and convenient alternatives become available. Pay-TV companies must focus on meeting the demands and needs of their customers in order to thrive and survive in a new digital age.
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