Digital Satellite Television (DStv) is a digital satellite TV service, which is part of MultiChoice, South Africa’s leading video entertainment and internet company. It is the top satellite TV operator in the country, with 5.5 million subscribers. With increasing competition for market share, providing outstanding customer experience has become more critical for the company than ever.
General research and data mining by the customer relations team in early 2016 indicated a number of concerns about customer service. This research included direct conversations with customers, focus groups with employees, and an in-depth analysis of customer feedback through online platforms and social media. The findings indicated a strong need to improve service, reduce high complaint volumes, and improve the overall efficiency of customer service delivery.
The research also showed that while there was a need to refine operational and system aspects of how customer concerns were addressed, there was a far greater need to drive a shift in cultural mindset among customer-facing employees, based on deep insight and understanding of who customers are and what’s important to them.
Addressing this need presented an opportunity to significantly reduce certain operational costs, implement more self-service options for customers, and in doing so, grow the customer base.
The #ninetynine campaign was designed to support a meaningful, tangible shift towards customer-centricity within DStv, Africa’s largest digital TV service provider. The project identified a list of 99 of the most common customer complaints, with a plan to encourage the 3,600 customer-facing employees across South Africa to tackle individual challenges to ensure continuous service improvement. Unlike other campaigns of this nature, where employees submit ideas or suggestions, employees had to come up with a solution, fix the issue and supply proof of resolution.
The overarching goal of the #ninetynine campaign was to create a deep shift in organizational consciousness from “how we’ve always done things” to what works best for our customers....
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