07 April 2016 Customer service and experience matches content and cost as new TV differentiators, Paywizard focus groups find Share
US and UK focus groups reveal that customer service and experience are now as important as content and value for money when differentiating between TV services
Paywizard maps 8 significant moments along the subscriber journey which heavily impact whether consumers will stay with service
Operators' behaviour at these Decision Moments can directly impact customer satisfaction and retention rates
London, 7 April 2016 - Paywizard, the specialist in subscriber management for pay-TV, has found that customer service and experience are now as critical as content and value for money when differentiating between TV services. Focus groups conducted by industry research experts Decipher in the US and UK show that, as consumers increasingly take a dip in and out' approach to pay-TV and SVOD services, service is key to making sure customers stay loyal. The findings validate Paywizard's identification of 8 key Decision Moments across the subscriber TV lifecycle which heavily impact consumer satisfaction: Find, Join, Consume, Upgrade, Downgrade, Bill, Leave, and Win back.
The focus groups were carried out during March 2016, and discovered that these Decision Moments are the engagement points most likely to evoke positive or negative emotional reactions, and impact how long consumers stay with a service. The results are being outlined in a five-part ebook series, the first of which is being released today. Titled Seize the Moments: Tips to acquire loyal customers' the ebook examines how subscribers feel about the processes of discovering and signing up to TV services. The project stems from Paywizard's experience acquiring more than 10 million paying customers for its clients, delivering inbound acquisition rates of up to 90%, outbound campaigns driving up to 25% conversions, and churn reduction programmes achieving turn around figures of up to 60%. The first ebook is available to download here.
The focus groups revealed that:
In addition to seeking premium content and favourable pricing, consumers now evaluate and select subscription video-on-demand (SVOD) services based on a wider set of criteria.
Especially in the US, SVOD services today are perceived as capable of a new and progressive approach to serving customers, making them distinct from other services such as utility companies If you feel appreciated by the service, you're more likely to stay .
There was a clear trend towards appreciation of proactive customer service both at joining stage and at times when consumers required service support I had a tech issue and my provider went ahead and credited me for that month before I even asked. That was great for winning my trust .
Consistently clear communication and upfront flexibility around pricing and packages were important to consumers I worry about accidentally racking up a bill. Netflix is better that way, because you know it won't happen .
Simplicity when making account changes such as upgrading and downgrading were also frequently cited as considerations as to whether to select and stay with an SVOD service These packages are like a rubber band. You flex them in and out, and it's fine .
A simple and instant cancellation process left a feeling of goodwill, which was vital for the prospect of a future return I cancelled Amazon Prime, and they gave me a full refund. It was so easy that I went back. If it had been a nightmare, I wouldn't have returned .
Hamish McPharlin, Director at Decipher Media Research comments: Conducting this investigation into SVOD in 2016 has been a fascinating exercise, as it has become apparent that the landscape has evolved. Users have begun to accept SVOD as an exciting but fundamental part of their digital entertainment services, and as such they are expecting more from the services. Whilst initial drivers were around content, the emerging desires are around great customer service and more sophisticated ways of handling a customer's interests and needs. And this becomes all the more critical in attracting the large base of older demographics that are starting to show interest, but require a greater level of engagement to help them get involved.
The 8 consumer moments identified by Paywizard and validated by the focus groups are:
Find': Deciding on a service to sign up to, that best suits the consumer's content and cost requirements
Join': The process of signing up, as easily and quickly as possible
Consume': Seamless viewing of appealing content, at any time, location and on any device
Upgrade': Flexibly upgrading your services package, as and when you like
Downgrade': Flexibly downgrading your services package, when it suits
Bill': Receiving accurate, clear and timely bills, using a favored payment method
Leave': Cancelling a subscription with as little hassle as possible
Win Back': Rejoining a service again, at any time, without re-registering.
The findings show that how a TV service provider shows up, behaves and responds at each Moment significantly influences the consumer's decision to subscribe or continue to subscribe. Paywizard's ebook series outlines best practice for operators at each stage, and the technology needed to achieve a personalised and seamless service at each moment. There will also be demonstrations at NAB 2016 (booth #SU11705CM) of Paywizard's subscription, billing and CRM solution, designed to help operators deliver highly efficient customer experiences at every decision moment.
Bhavesh Vaghela, CMO of Paywizard, comments: For consumers it is harder than ever to differentiate between TV services. Intense competition has led to a point where every service has an extensive
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
19/08/2026
As the cost of IP nears price parity with traditional SDI, Reynolds argues that ...
19/08/2026
A private 5G bubble was chosen instead of traditional broadcast RF for the race ...
19/08/2026
(L-R) Rafael Manuel and Isabel Sicat attend the Filipi ana premiere during the 2026 Sundance Film Festival at The Ray Theatre on January 23, 2026, in Park Cit...
19/08/2026
Studio owners invited to have their say on rates cuts
The Music Producers Guild (MPG) are inviting UK-based studios to take part in an in-depth survey that ...
19/08/2026
Vintage-inspired desktop interface revealed
Harrison's latest hardware offering sees them head into the world of audio interfaces, delivering a 10-in/12...
19/08/2026
Granular effect remains locked to scale and tempo
Described as your dream granular effect , Minimal Audio's latest creation is capable of turning any s...
19/08/2026
First polyphonic SWAM instrument incoming
Audio Modeling's latest physical-modelling orchestral instrument is just around the corner, and is now availab...
19/08/2026
World Cup Games Generate 84 Billion Minutes Across FOX, Fox Sports 1 and NBCU...
19/08/2026
July brought typical peak-holiday drops in viewership, driven primarily by viewers stepping away from screens and a visible decline in reach across both traditi...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Henry joins BCE as the company accelerates its commercial strategy and expands its international presence across the media, broadcast and technology markets. He...
19/08/2026
iWedia, a leading provider of software solutions for connected TV devices, today announced a major milestone in Android platform optimization with the successfu...
19/08/2026
NTP Technology announces that ST 2110-30 audio-over-IP connectivity with AES67 and RAVENNA capabilities is now available for the brand's world-class audio i...
19/08/2026
Net Insight has been selected to provide its Nimbra platform by the service provider Big Blue Marble, formerly ORS Group, as the core media transport solution f...
19/08/2026
LiveU has supported Coventry City FC and several other top-flight UK football clubs through one of their most demanding live production challenges of the year, ...
19/08/2026
Nature Seekers Documentary Shot with Blackmagic URSA Cine 12K LF
Brie Clayton August 18, 2026
0 Comments
Filming endangered turtles required camera...
19/08/2026
Neyrinck Brings D-Control Consoles Back to Life on Apple Silicon with D-Control ...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Riedel Communications today announced that Edith Cowan University (ECU) in Perth, Australia, implemented a comprehensive communications infrastructure that brin...
19/08/2026
QuickLink, a leading provider of award-winning video production and remote guest contribution solutions, will spotlight a major leap forward in remote guest con...
19/08/2026
Integrated platform melds media asset management, playout automation and newsroom workflows
EMAM, PlayBox Neo and SNEWS have officially launched Nuvex, a conne...
19/08/2026
Screen Australia releases the Private Investment Toolkit to strengthen screen in...
19/08/2026
Do Aussies truly value local content? Unpacking Screen Currency 2026 with Deirdr...
19/08/2026
There's an early Christmas gift for Bookish fans, as UKTV confirms the re-commission of the hit U&alibi drama, created by and starring Mark Gatiss. Viewers ...
19/08/2026
Wednesday 19 August 2026
Sky gives sports fans the chance to watch multiple liv...
19/08/2026
On Saturday September 5 Katie Taylor will step into the ring for the fight of her life against Flora Pili in front of 80,000 fans in Croke Park. A legendary fig...
18/08/2026
SportStream 2026, a free three-day virtual event, will take place September 15-17. One registration provides access to all three days of live programming and on...
18/08/2026
BeckTV will introduce BeckFlow to the European market at IBC2026, demonstrated on the Providius stand (10.F53).
BeckFlow is a web-based schematic documentation...
18/08/2026
Boland Communications will introduce a SMPTE ST 2110 input option for its 4K monitors at IBC2026, along with a new 55-inch super-narrow bezel display for video ...
18/08/2026
Dolby Laboratories and the Seattle Seahawks have announced a partnership integrating Dolby OptiView into the Seahawks' live streaming coverage, making the S...
18/08/2026
For BMG Executive Producer of Sports Production, Graham Taylor, producing live s...
18/08/2026
TMRW Sports has appointed Rufus Hack as President of Golf, a newly created role in which he will lead the company's golf businesses including TGL presented ...
18/08/2026
SMT will provide race technology for FOX Sports' coverage of the Freedom 250 Grand Prix of Washington, D.C. on August 23, when the NTT INDYCAR SERIES races ...
18/08/2026
The live, YouTube-native roundtables combine fan voices, credentialed reporters,...
18/08/2026
Behind The Mic provides a roundup of recent news regarding on-air talent, includ...
18/08/2026
The industry legend sounds off on replacing the Heat's iconic Medusa score...
18/08/2026
William F. Rasmussen, the sports fan-turned broadcaster and entrepreneur whose out-of-the-box idea of a 24-hour cable sports network, ESPN, changed forever the ...
18/08/2026
DAZN Group has completed its acquisition of ViewLift, a provider of streaming and digital solutions for sports content owners. The acquisition was first announc...
18/08/2026
The American Association of Professional Baseball (AAPB) has added SI TV, Sports Illustrated's 24/7 streaming channel, as a broadcast partner for the remain...
18/08/2026
The Esports Foundation has announced that the inaugural Esports Nations Cup (ENC), originally scheduled for November 2026 in Riyadh, will be postponed to Novemb...
18/08/2026
Diversified has announced a new Global Managed Services Practice, consolidating the company's managed services capabilities into one organization. Rob Mello...
18/08/2026
Appear has completed a proof of concept with Thoroughbred Racing Productions (TRP), demonstrating multi-camera remote live production over bonded 5G cellular an...
07 April 2016 Customer service and experience matches content and cost as new TV differentiators, Paywizard focus groups find Share 
