Exploring the relationships that UK cutstomers want to have with their pay TV providers
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Customer Power is a programme of research from Harris Interactive UK, exploring the relationships that customers want to have with their service providers. Harris Interactive recently looked at the mobile, financial services and energy sectors in the UK and here we are put the pay TV sector under the spotlight featuring feedback and comments from Sky, BT TV and Virgin Media customers. First released July 2014.
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Exploring the relationships that UK cutstomers want to have with their pay TV providers
- 1. Exploring the relationships that customers want to have with their pay TV provider July 2014 1
- 2. 2
- 3. Intentional Emotional Likelihood to continue using Preferred provider Gives something different Rational Value you as a customer Relationship based on trust Satisfaction Likelihood to recommend 3 Relationship Components
- 4. Intentional Emotional Rational 4 Emotionally & Rationally Connected Emotionally Connected Rationally Connected Relationship Score Fully connected Indifferent Disconnected
- 5. Only 18% are fully connected with their pay TV provider ... 5 ... 47% are either disconnected or indifferent Weak connections
- 6. fully connected 88% will definitely continue using 67% would definitely recommend 72% have a bundled service package 29% recently upgraded their package 6 disconnected / indifferent 2% will definitely continue using 0% would definitely recommend 65% have a bundled service package 18% recently upgraded their package Weak connections
- 7. 22 19 18 13 9 10 12 17 14 10 7 14 33 41 36 10 9 9 Fully Connected Rationally Connected Emotionally Connected Indifferent Disconnected 7 Emotionally & Rationally Connected BT more strongly connected
- 9. Bugbear 9
- 10. 10 75% do not feel rewarded... ... and believe that new customers get better deals
- 11. 11 I do believe that you benefit from having your services bundled together. It helps to negotiate deals with them - if you call them and ask them to go through your bill with you they are more than willing to try and save you a few pounds. “ “ Savvy consumers
- 12. 12 41% of pay TV customers have tried to negotiate their monthly fees with their provider Two-fifths have tried
- 13. 11%30% Had their fees reduced Turned down 13 41% of pay TV customers have tried to negotiate their monthly fees with their provider Mainly a positive outcome
- 14. 14 Lots of switching, right?
- 15. Wrong! 15
- 16. 41% of pay TV customers have tried to negotiate their monthly fees with their provider 11% Turned down 16
- 17. 41% of pay TV customers have tried to negotiate their monthly fees with their provider 11% 9% did not switch provider Turned down 17
- 18. 64% of pay TV customers have never switched their provider compared with 32% of mobile network operator customers 18
- 19. 64% of pay TV customers have never switched their provider 76% of pay TV customers are unlikely to switch provider in the next year 19 compared with 32% of mobile network operator customers
- 20. 20 Push or pull factors
- 21. 21 Push or pull factors
- 22. 22 Push or pull factors
- 23. 23 Push or pull factors
- 24. 24 Push or pull factors
- 25. 25 Push or pull factors
- 26. 34 33 31 21 24 23 47 34 27 28 21 14 38 40 29 22 24 16 Poor value for money Better offer elsewhere Poor customer service Didn't feel valued Service not meeting needs Poor staff attitude 46 22 15 13 17 15 16 23 31 18 15 16 32 23 26 13 13 15 Would lose content Too much time and effort Bundle makes it difficult More expensive to switch Switching too complicated No point - they are all the same REASONS FOR LEAVING 26 BARRIERS TO SWITCHING
- 27. My TV provider has really poor customer service but I can’t get the same programmes from another company so I stay with them. If someone else could show me they have better programmes, I would probably switch. “ 27 “ Content is king
- 29. Analysis using Leximancer Atlantic: 66 Football: 55 Sky Sports: 51 Base: 377 BT Sport: 22 Football: 18 Movies: 10 Base: 102 Sky Sports: 34 Football: 20 Movies: 12 Base: 168
- 30. Analysis using Leximancer Atlantic: 66 Football: 55 Sky Sports: 51 Base: 377 BT Sport: 22 Football: 18 Movies: 10 Base: 102 Sky Sports: 34 Football: 20 Movies: 12 Base: 168
- 31. Analysis using Leximancer Atlantic: 66 Football: 55 Sky Sports: 51 Base: 377 BT Sport: 22 Football: 18 Movies: 10 Base: 102 Sky Sports: 34 Football: 20 Movies: 12 Base: 168
- 32. Bundling 32
- 34. 50% 38% Feel valued by pay TV provider Bundled service package Pay TV only package 34 Bundling = value
- 35. 35 Summing up Reward our loyalty Bundling locks us in Content is king Switching is a hassle
- 36. 36 Lee Langford llangford@harrisinteractive.com @langford_lee 020 8263 5263 07966 339 606 Debbie Senior dsenior@harrisinteractive.com 020 8263 5281 07989 388 825