A Midnight Streamer’s Nightmare—3:43 AM
Customer support is customer support, right? While every company must acknowledge, respond and resolve customer inquiries or address complaints, it’s the uniqueness of their products that defines their customer experience. But not all products, and certainly not all consumers, have the same level of complexity. Such is the case with streaming services.
One key to creating an effective customer experience for streaming is understanding the urgency and immediacy over-the-top (OTT) customers exude. You rely on programming to create compelling content (Game of Thrones, House of Cards) or live events (WrestleMania, Tigers vs Philly), and marketing has whipped your viewers into a fever pitch. Now you’re ready to turn it over to the delivery team to make it easy-to-use, accessible and… WAIT. Are you ready?
Before launching a customer care team, it’s important to know what kind of streaming organization you want to be. Do you offer a premium product and want to extend white glove support, or is it an entry level, low-priced product with anticipated customer churn? The answer to these questions may determine the type of support model you want to build and whether that support is provided onshore, nearshore or offshore. In some cases, you may want to force your viewers to self-help, while other situations will warrant hand-holding from start to finish. Will you offer warm transfers for escalations or simply drop the customers in queue? Let’s be honest. Cost is always a consideration, and it’s important to offer the level of assistance that is appropriate for your customers and your product.
We’ll assume you have the technology in place to stream your content without any hiccups, which is no small task and not one to be taken for granted. Your fate now lies in the hands of your viewers.
That's where we come in...
- Can they access your content?
- Is your app clean and easy to understand?
- Do you have customer support in the right channels to resolve questions quickly?
- How do you prepare for the inevitable wave of people who are salivating to view your latest masterpiece? (Knowing that if you're not ready, your adoring fans will CRUSH you on social media.)
Continue reading on What Keeps You Awake at Night - Part 2