Self-service enhances the cable and media customer experience

Startek Editorial
Startek Editorial

May 24, 2023 | 5 min read

Self-service technology revolutionized the way customers interact with their service providers. Self-service is the ability for customers to access information and perform tasks on their own without a customer service representative. Self-service empowers customers to take control of their own experience and reduces costs for companies by automating some processes. As the trend toward self-service continues, cable and media companies are investing heavily in digital platforms and mobile apps to provide a seamless and efficient customer experience. Self-service is an essential element of cable and media customer experience and companies that fail to adapt risk falling behind in the fiercely competitive industry. 

Key factors affecting the cable digital transformation

The cable industry has undergone significant changes in recent years, driven by the rapid evolution of digital technologies and changing consumer preferences. To stay competitive in this dynamic landscape, cable companies have had to embark on a digital transformation journey, rethinking their business models, operational processes and customer engagement strategies. However, achieving a successful digital transformation is not an easy feat as cable companies must navigate a complex web of internal and external factors that can impact their success. 

The cable industry’s digital transformation journey is complex and success depends on several factors. Cable companies must navigate the availability and adoption of new technologies, changing regulatory environment, the emergence of new competition and shifts in customer expectations and behaviors. However, by focusing on innovation, customer-centricity and a willingness to adapt, cable companies can position themselves for success in the digital era. 

The key factors affecting the cable digital transformation are: 

Availability and adoption of new technologies 

5G, cloud computing, artificial intelligence (AI) and the Internet of Things (IoT) significantly impact the digital transformation journey of cable companies. These technologies enable cable companies to provide new and innovative services, enhance customer experience and optimize operations.  

Emergence of new competition 

Over-the-top (OTT) services, streaming platforms and other digital disrupters significantly impacted the cable industry. These new competitors challenged the traditional model and forced cable companies to adapt, innovate and provide new services to remain competitive. 

Shifts in customer expectations and behavior 

Customers' expectations and behaviors also changed significantly in recent years, driven by the rise of digital technologies and changing demographics. They now expect a seamless and personalized experience across multiple channels and cable companies must adapt to meet these expectations, delivering services and content that are relevant and valuable to their customers. 

Key self-service trends in cable and media CX  

Today’s customers prefer to have an opportunity to solve their queries on their own before reaching out to a customer service agent. According to a study by Statista, 89% of customers expect access to a self-service portal when dealing with everyday problems. Self-service has become increasingly popular as tech-savvy customers are more comfortable with the idea of employing chatbots and automation to solve problems. Self-service technologies used to be just for customers but today they are also applied within the contact center, for example, by serving up content at just the right moment. In this way, the smart use of technology is enhancing the agent experience and the customer experience.  

The key self-service trends in cable and media CX are: 

Mobile-first approach 

Customers expect to access services and support on their smartphones and tablets. Cable and media companies responded by developing mobile-first self-service solutions optimized for smaller screens and touch-based navigation. These solutions allow companies to leverage the unique features and capabilities of mobile devices. For instance, incorporating features, such as push notifications and location services allows companies to proactively notify customers about relevant updates, promotions, or nearby service centers. This real-time engagement keeps customers informed and connected, enhancing their self-service experience. 

Artificial intelligence (AI) and chatbots 

Chatbots answer frequently asked questions, troubleshoot technical issues and provide personalized recommendations based on customer preferences. AI-powered self-service solutions help customers find relevant content based on category, past preferences, keywords or themes, which enable more accurate search results and intuitive navigation within self-service portals. 

Personalization 

Cable and media companies use customer data to provide customized experiences by recommending relevant content, services and products based on customer data. Data is also used to provide personalized support and guidance, based on the customer's history and needs. 

Personalized self-service options empower customers, making them feel valued and connected. Cable and media companies deliver tailored content and services that match individual preferences, such as personalized recommendations based on viewing history. 

Furthermore, personalization in self-service streamlines issue resolution. By providing targeted troubleshooting guides, FAQs and tutorials based on specific problems or devices, cable and media companies enable customers to find solutions quickly. This reduces the reliance on customer support, allowing customers to resolve issues independently and conveniently, 24/7. 

Integration with social media 

Cable and media companies integrate self-service solutions with social media platforms such as Facebook and Twitter. This approach enhances the customer experience as consumers are already comfortable and familiar with these channels. Support representatives managing social media accounts can swiftly de-escalate issues, foster brand loyalty and collect valuable user feedback for product teams. 

Additionally, social media integration provides opportunities for personalized self-service experiences. Companies leverage customer data from social media profiles to deliver targeted self-help content and recommendations. Embracing social media as a customer support tool creates an engaging environment that strengthens the brand-consumer relationship, fostering long-term loyalty. 

Gamification 

Gamification is used to incentivize customers to perform certain tasks, such as completing surveys or providing feedback, rewarding customers for loyalty and encouraging them to explore new products and services. Incorporating game elements into self-service platforms enhances customer engagement, motivation and overall satisfaction. By integrating features such as progress tracking, achievements, badges and rewards, the self-service experience becomes interactive and enjoyable, providing customers with a sense of accomplishment and making the process more enjoyable. 

Self-service is a crucial aspect of cable and media CX and companies must stay up-to-date with the latest trends and technologies to remain competitive. Cable and media companies responded by investing in digital platforms and mobile apps that enable customers to access services and support on their own terms. 

The future of cable and media customer experience lies in providing personalized, convenient and efficient self-service solutions. These solutions must be mobile-friendly, integrated with social media and powered by technologies such as AI and chatbots. Personalization is also a key factor, as customers expect companies to use their data to provide customized experiences and recommendations. 

Self-service not only enhances the customer experience but also improves operational efficiency and reduces costs for cable and media companies. By empowering customers to perform tasks on their own, companies free up resources to focus on higher-value activities and innovation.  

While self-service solutions are not new, connecting data sources and leveraging the latest technology to deliver personalized self-service solutions transforms the role of automation, creating a valuable tool capable of building customer relationships. Creating a 360-degree customer view is also the secret to seamlessly connecting automated and live agent experiences. Customers increasingly interact with cable companies across channels based on their needs in the moment. Cable customers expect to be known across channels, with the ability to seamlessly pick up the conversation without repeating information.  

Self-service solutions are evolving and remain an essential element in cable and media customer experience. Cable and media companies that continue to invest in developing self-service solutions and stay ahead of the latest trends and technologies will be well-positioned to meet the evolving needs and expectations of their customers while driving business growth and success. By leveraging these technologies — and those on the horizon — cable and media companies will consistently provide a seamless and personalized self-service experience that meets the evolving needs and expectations of their customers. 

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