Digital TV customers ‘prioritise customer service’
- Added:
- Oct 30, 2006
A survey, commissioned by MGt survey as part of its ‘State of the Broadcast Nation’ study programme, revealed that trust is an important factor when looking to subscribe to new digital TV services.
The majority of consumers (57.8%) would only trust their traditional broadcaster for their digital TV services whilst only 12.3% would trust an Internet service provider. More females (76%) thought that customer support was important compared to males.
Poor customer service is the second highest reason why consumers would switch digital broadcast providers (41.2%) followed by content more suited to the customer’s interest (40.6%).
Furthermore, 60.5% of customers are also most likely to switch digital broadcast services providers for more competitive rates. The independent national survey of 1,022 people on their attitudes to new digital TV platforms and technologies.
Moreover, over half of consumers (52.8%) believe that being kept up-to-date with latest deals and offerings that concern them specifically is the most important aspect of customer service.
Commenting on the findings, Jamie Mackinlay, director of sales and marketing at MGt: “Customers need to know they can trust broadcast providers to offer them the most relevant service which is most suited to their needs. There are so many different digital TV services available that customer service will be the key differentiator. The bottom line is that as new services providers emerge on the market, the current providers simply can’t afford to ignore customer satisfaction from both an ethical and financial perspective”
MGt is a digital TV support services company, such as Freeview, Discovery Networks, Top Up TV, Sony Entertainment, NTL, Setanta Sports and Zee TV.