Innovative Systems

November 2011

IPTV?

If you were to ask ten of your customers what Internet Protocol Television means, how many do you think would know the answer? The topic of this month’s minute relates to focusing less on the technology and more on the benefits of a great user experience.

What’s most important to your customers when it comes to video service? I think most important first and foremost would be quality. Second, would likely be content selection and third would probably be valuable features. So let’s take these three hot buttons and focus on them in our marketing campaigns.

When it comes to quality, be conscious of promoting quick responsive problem resolution especially if you have the support tools that can fix a customer’s problem without having to send out a technician. Example, “With the most advanced customer support tools ABC Telco has virtually eliminated service calls.”

Content is especially challenging for smaller operators, but by promoting the channels you have that are highly rated nationally, you can minimize competitors’ claims that they offer more content that may or may not have any viewership.

And finally, any features you can offer that your competitors can’t should be promoted, Caller ID and Voice Mail on your TV, Whole Home DVR, Web and Wireless DVR and channel control are all features that make for a better customer experience. Research has proven that customers who grow accustom to beneficial features are less likely to switch to an inferior service.

You are invited to direct any questions related to marketing Innovative Systems products to Scott Meyer at 605.990.7202.