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Cable Keynote: Treat high-paying customers better than low-paying

Discussion in 'General Satellite Discussion' started by FTA Michael, Jul 25, 2007.

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  1. FTA Michael

    FTA Michael Hall Of Fame

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    At the CTAM (Cable & Telecommunications Association for Marketing) Summit, the CEO of Harrah's said in his keynote address that cable operators should treat people like him, a $230/month(!) customer, better than they treat basic-cable customers.

    "Treat me differently! I deserve it!” Gary Loveman said to audience applause.

    Full Multichannel News story: http://www.multichannel.com/index.asp?layout=micrositeArticle&industryid=47550&articleid=CA6462978
     
  2. Steve Mehs

    Steve Mehs Hall Of Fame

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    :up: :up: Bravo, Bravo, Amen! A-men! Finaly someone gets it. As I've been saying this for a long time now.
     
  3. Stewart Vernon

    Stewart Vernon Roving Reporter Staff Member Super Moderator DBSTalk Club

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    The problem, of course, with this in actual practice... is that the high-paying customers are much fewer than the low-paying customers... so while losing a high-paying customer hurts... losing a whole lot of low-paying customers could be much worse.

    In my eyes, all customers should be treated as equally as possible. By that I mean, there should be a basic level of customer service that applies to all customers. Any preferrential treatment beyond that should only apply as makes sense. A person with a DVR, for instance, receives a different level of technical support than a person without a DVR because the technology is different and requires some different expertise. I would also be ok with long-term customers getting some perks that a brand new customer may not get at first.

    But simply because a person pays more each month shouldn't entitle that person to better customer service. If they pay for a higher tier of service then we are in a different territory, since some maintenance plans provide for a customer to pay for a higher than basic level of support.
     
  4. Tom Robertson

    Tom Robertson Lifetime Achiever DBSTalk Club

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    For starters, treat all good customers well. (The customers that cost more money than they bring in, dump.) Then one can be free to treat great customers a bit better.

    Cheers,
    Tom
     
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