Thursday, October 7, 2010

Integrating Test Monitoring Systems with Customer Care – Reducing Customer Care Costs while Increasing Customer Care Satisfaction

Converting the cost of testing into reductions in customer care costs and increased revenues. Mikael Dahlgren from Agama explained to me during the IBC trade show that the cost of a good testing system can be converted into profit by reducing the customer care costs and increasing customer satisfaction.

Streaming TV services through IP networks requires new types of performance monitoring methods (not just packet loss) which requires the purchase of new test equipment and software. A key way to justify the cost of new test equipment is to identify and measure the cost of churn (lost acquisition cost) and support costs (number of trouble calls) before and after new test systems are installed. TV broadcasters often find that the reduction in customer churn cost more than pays for the investment in testing systems.

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