Free from the clamour of both unprofessional and unpredictable services offering by the local cable operator, the new-age consumer is set to be empowered like never before.
The Analog era marred the consumer experience in terms of service experience with the lack of organised operations, unprofessional services and not highly skilled staff.
With leading brands, augmentation of strong professional and organised service structure, call centres, trained technicians and know-how of delivering superior service, the digitisation initiative, beginning July 1, is set to bring out the best from operators in terms of their service offerings to stay logged on to their consumers.
The DTH category, which says it has the lead time advantage in organised consumer engagement, is gearing up to put its best foot forward to retain the edge in digital sweepstakes.
Salil Kapoor, Chief Operating Officer, Dish TV, said, “With 24x7 Customer care centre equipped to handle 11 languages, presence across 1,00,000 dealers, around 1,00,000 recharge points with 1000 service touch points , we are strongly equipped to offer superior service standards.”
The excitement is palpable. Vikram Mehra, Chief Marketing Officer, Tata Sky said, “With a robust infrastructure that is already in place, the DTH industry has got all that it takes to cater to the customer growth during the digitisation phase. This technological edge will further be reinforced by the fact that best options can be made available to the consumers as per their viewing preferences.”
That the consumer is ever more discerning is now well known to DTH operators. Shashi Arora, CEO (Media), Bharti Airtel DTH, said, “We are committed to offer the best service to our customers. We have a 24/7 multi-level call centre (8 languages) and a fleet of over 12,000 trained, certified Installation engineers with multiplicity of recharge options (IVR, web, SMS, mobile self care).”
Leading operators like Dish TV, Tata Sky, Airtel Digital TV also have launched innovative applications on Mobile. With applications hosting rich engagement features, offering information on programmes to transactional based app’s enabling the customer to recharge on mobile, add or remove channels, operators said the benchmark of service was being redefined.
As regards evolving a better consumer connect, DTH operators say advantages like 24x7 customer care, multiple recharge modes, technically trained staff for trouble shooting, online services are few of many positives are already in place and are being refurbished.
Kapoor at Dish TV commented, “Amongst various advantages being offered to our customers is the ‘call me’ service wherein the subscriber can just send us a text message and the call centre executive will call back. With this facility, the subscriber no longer has to deal with a call centre IVR or be put on hold for long before the queries, issues are being sorted out.”
The renewed consumer focus at all leading DTH operators in view of digitisation has already started showing results.
Said an existing DTH consumer (a senior analyst at a leading brokerage firm), “Since we have easy internet access most of our interaction happens online and it’s quite easy for us that way. Calling up the service centre number generally tends to be challenging as the subscriber is put on hold for long which is very irritating at times. On Dish TV’s call me service, it is a very interesting service proposition.”
The Analog era marred the consumer experience in terms of service experience with the lack of organised operations, unprofessional services and not highly skilled staff.
With leading brands, augmentation of strong professional and organised service structure, call centres, trained technicians and know-how of delivering superior service, the digitisation initiative, beginning July 1, is set to bring out the best from operators in terms of their service offerings to stay logged on to their consumers.
The DTH category, which says it has the lead time advantage in organised consumer engagement, is gearing up to put its best foot forward to retain the edge in digital sweepstakes.
Salil Kapoor, Chief Operating Officer, Dish TV, said, “With 24x7 Customer care centre equipped to handle 11 languages, presence across 1,00,000 dealers, around 1,00,000 recharge points with 1000 service touch points , we are strongly equipped to offer superior service standards.”
The excitement is palpable. Vikram Mehra, Chief Marketing Officer, Tata Sky said, “With a robust infrastructure that is already in place, the DTH industry has got all that it takes to cater to the customer growth during the digitisation phase. This technological edge will further be reinforced by the fact that best options can be made available to the consumers as per their viewing preferences.”
That the consumer is ever more discerning is now well known to DTH operators. Shashi Arora, CEO (Media), Bharti Airtel DTH, said, “We are committed to offer the best service to our customers. We have a 24/7 multi-level call centre (8 languages) and a fleet of over 12,000 trained, certified Installation engineers with multiplicity of recharge options (IVR, web, SMS, mobile self care).”
Leading operators like Dish TV, Tata Sky, Airtel Digital TV also have launched innovative applications on Mobile. With applications hosting rich engagement features, offering information on programmes to transactional based app’s enabling the customer to recharge on mobile, add or remove channels, operators said the benchmark of service was being redefined.
As regards evolving a better consumer connect, DTH operators say advantages like 24x7 customer care, multiple recharge modes, technically trained staff for trouble shooting, online services are few of many positives are already in place and are being refurbished.
Kapoor at Dish TV commented, “Amongst various advantages being offered to our customers is the ‘call me’ service wherein the subscriber can just send us a text message and the call centre executive will call back. With this facility, the subscriber no longer has to deal with a call centre IVR or be put on hold for long before the queries, issues are being sorted out.”
The renewed consumer focus at all leading DTH operators in view of digitisation has already started showing results.
Said an existing DTH consumer (a senior analyst at a leading brokerage firm), “Since we have easy internet access most of our interaction happens online and it’s quite easy for us that way. Calling up the service centre number generally tends to be challenging as the subscriber is put on hold for long which is very irritating at times. On Dish TV’s call me service, it is a very interesting service proposition.”