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SURE! Blog

Drive OTT Subscriptions with these 6 Key Strategies Part-II

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3

Aug, 2016

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This blog is the second part of the two part series – “Drive OTT Subscriptions with these 6 Key Strategies”. For first three please click here.

 

4.Be your customers’ personal OTT subscription advisor

At the end of the month you notice a fall in number of active subscribers, due to churn. Your relationship manager calls to find the reasons. Some may say that their usage rate is less and they think they are paying more for it. Clearly, those customers are not getting the maximum value.

Customer churn is one of the major issues any organization faces. They spend good money to know the reasons behind it and take corrective actions.

But it is better to take preventive measure as compared to corrective one.

Invest in tools that will search the entire data set and furnishes the hidden knowledge of you customers. Turn your customer engagement team to Customer advisors.

Track your customers’

  1. Usage rate – How much content they are viewing?
  2. Active – How many times they logged in and what was the session duration?
  3. Devices – Are they utilizing entire quota of device access allocated?

If you find that subscriber is not utilizing the full potential of the plan they had subscribed to, then as their advisor, offer them to DOWNGRADE. This is will help you increase subscriber lifetime value.

On the other hand, if there usage is high and they think the higher value package is not worth then you can suggest them to upgrade and with offer them some discounts or offers. The more you engage, the more you develop your services. So, be the one who knows the ropes and not the knots!

5.Upsell/Cross sell

One of the key metrics to evaluate business performance is ARPU (Average revenue per user). Organizations leave no chance to get the maximum ARPU. They stress a lot on exploring upsell and cross sell opportunities with existing customers.

Whenever OTT providers roll out new content they offer it to their existing customers at discounted prices. But do you even think from subscriber’s perspective. Do they really require that offer? Does it make sense to push a kid’s package to an young adult?

Subscribers when bombarded by multiple promotions day in and out, gives very little attention to your message. And the winner in this battle is the one who capitalizes the best on it.

The key here is to understand your customer better. But story doesn’t ends over here. Choosing and selecting the right platform to transmit the message is one of the crucial steps too.

Message can be transmitted via

  1. Email
  2. SMS
  3. Invoices
  4. App notifications
  5. Mobile banner advertisements
  6. Banner, etc.

Whatever you choose, firstly segregate your customers based on various criteria and chart out proper marketing strategy. Modify your message according to screen size and always include call to action with a deep link. Mantra is to “Target your audience and reach them with their interests”

6.Resolve and track customer complaints

Customer support is one area that has been overlooked by OTT providers. Many say there is not much complexity and can live with basic contact center management solution or just do away with basic FAQ or self-help.

It said that “A happy customer tells to three but an unhappy tells many more” And the message from an unsatisfied customer reach to thousands more at a single click via social media. OTT providers have todeploy right strategy to manage customer queries, feedbacks both online and offline.

Investing in traditional contact center and trouble ticket management solution will not yield results anymore. These systems can only show you customer history but not assist you in identifying the next step. Moreover, tracking queries on multiple platforms will delay the resolution.

Make your customer support agent by equipping them with a tool that enables them to listen the customers both offline (call, email, SMS) and online (social media).

Effective tracking and monitoring of service requests and prompt resolution will increase the customer loyalty.

Some of these may not be applicable to all, and, few may need customization. But, on the broader set, one has to incorporate these or comparable strategies in order to succeddandwin.

To know more how we can help you in driving OTT Video Subscriptions and deliver superior customer experience, say “HELLO” to Ankur at ankur.gupta@magnaquest.com

By : Ramakrishna Mashetty

Ramakrishna Mashetty is The Chief Marketing officer of SURE! (a Magnaquest product).SURE! is an internationally acclaimed player in comprehensive end-to-end Subscription Business Solutions for PayTV, Broadband and Cloud Computing businesses – through deployment of Metered Billing, CRM, Service Fulfillment, Value-Added Services, and Managed Services.

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