News

Keeping the Customer Happy

8/01/2011 12:01 AM Eastern

Could personalized video billing
help cable operators make customers happy?

That’s one of the things vendor Amdocs is looking
into in relation to its sponsorship of the Cable
Center Customer Care Committee (C5 for short).

Lisa Modisette, a vice president in the Amdocs
consulting division, and Jana Henthorn,
senior vice president of academic and industry
outreach at the nonprofit educational Cable
Center, mentioned video billing — an online
video presentation of a customer’s current bill
and what each charge means — as a possible
enhancement of the customer experience. It’s
being trialed by an MSO now.

“I think no one would disagree with the fact
that we have a ways to go,” Henthorn said of cable’s customerservice
reputation. “Part of the challenge of is that customers
are no longer comparing us to other cable companies, they’re
comparing us to all other service industries. We’re being compared
to Federal Express — and being compared favorably to
Delta Airlines. I think we are on the uphill track.”

C5 is working with representatives from 11 cable companies
on ways to improve that customer experience, through
Webinars and in-person meetings. Last year, a customer-
service expert from a different carrier — UPS
— came and shared lessons. “That was really well
received,” Henthorn said.

C5 is stepping up its activity, Henthorn said. “This
is an active and engaged group,” she said of the participants,
including co-chairs Comcast senior VP of
customer operations Mike DeCandido and Time
Warner Cable VP, operations, Enterprise Customer
Care Andy Haines.

More MSOs are having executives focus on the
overall customer experience, as opposed to just efficiently solving customer problems, Modisette said.
“The number of organizations within an MSO that
care about the customer experience are increasing,”
she added, including commercial as well as residential
units.

C5 is starting research on the value of customer retention
through the enhanced customer experience — the return on
investment, in other words. “We’re trying to deepen it and
broaden it out,” Henthorn said.

And enhance it, with innovations like seeing your cable bill
in a video.

October