Dish Campaign to Focus on Listening to Customers - Multichannel

Dish Campaign to Focus on Listening to Customers

‘Tuned In to You’ campaign highlights interaction, customer choice
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Dish Network is revamping its customer service operation around the concept of actually listening to what its customers have to say, launching an ad campaign with the "Tuned In To You" tagline that highlights products that offer subscribers more flexibility and choice.

“Customers just want to be heard in an industry that has forsaken its ability to listen,” said Dish chief operating officer Erik Carlson in a statement. “‘Tuned In To You’ is more than a marketing slogan. It’s a company-wide rallying cry and a long-term business philosophy. Dish has a history of putting our customers first and taking bold steps to make TV better. We are at our best when we listen to and fight for what our customers want.”

In the spots, which hit the airwaves today, Dish has created a “Spokeslistener” character – the opposite of the Spokesperson that other pay TV companies employ – who travels the country in a classic convertible doing what his name implies, actually listening to customers.

That could include promoting Dish’s recent skinny bundle Flex Pack product to a customer that doesn’t want to pay for channels he doesn’t watch, to its AutoHop, conflict-free TV with Hopper 3, Netflix on Hopper DVRs, DISH Anywhere, HopperGO, and over-the-top service Sling TV.

The new multimillion dollar campaign was created with agency Camp + King and will involve a series of television, radio and digital spots. The first two Spokeslistener spots (watch them here and here) are rolling out on local network affiliates (ABC, NBC, CBS and Fox) today in more than 150 markets nationwide. The company will introduce additional ads in the coming months.

“A spokesman talks at you, while a Spokeslistener listens to and communicates with you,” said Dish SVP and chief marketing officer Jay Roth in a statement. “It’s a demonstration of our commitment to acknowledge common customer frustrations, and then take the appropriate action to provide meaningful solutions.”

The effort isn’t limited to products and customer service reps. Dish said it is examining all customer touchpoints, and in October created “Base Camp,” an immersive training program for corporate employees. Via Base Camp, corporate employees work in the field for one month to gain practical experience supporting new and existing customers. Participants field customer calls from billing inquiries to tech troubleshooting to sales inquiries from prospective customers. They spend full business days accompanying Dish’s technicians to observe the in-home services completed daily.

“The notion that management should roll back its sleeves and work with its customer base is almost unheard of in corporate America,” Carlson said. “But we can’t possibly fulfill on our ‘Tuned In To You’ promise without a working knowledge of our customers and the interactions they have with our brand.”

Dish expects to graduate 700 employees – including senior executives – from Base Camp by the end of the year. All interns and full-time new hires at Dish’s headquarters complete Base Camp within the first two months of their employment, while a plan is in place for all existing corporate team members to enroll in the training.

“Base Camp was one of the most eye-opening and educational experiences I’ve had during my tenure at Dish,” said EVP pof media sales, marketing and programming Warren Schlichting in a statement. “One by one, Base Camp is instilling into the members of our headquarters team a ‘Tuned In To You’ mentality and a sense of urgency to improve our customer experience.”