DIRECTV 2010 Annual Report Download - page 16

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keeping our core strong
Strengthening our core will always be at the heart of what we need to
do to continue to grow and prosper in the marketplace. It is becoming
more critical in a mature business like ours. With consumers under
financial stress and a customer base that is becoming increasingly
segmented, we need a better understanding of what consumers want
and how to deliver services they value.
To better serve that segment of consumers who are attracted to
the convenience and value of a bundled telephone, broadband and
video service, we have expanded our telco relationships to include
CenturyLink and Frontier. We will soon have the ability to offer a
competitive bundle of DIRECTV and broadband services in 90 percent
of the country. We are also working on an in-house sales tool that
will allow us to more efficiently and effectively sell the bundles
ourselves, and we will also soon be able to offer the telcos’ nationwide
promotional rates to our customers.
One of the keys to a healthy core, especially as our industry matures,
is keeping the customers we have by making sure they are delighted with
every aspect of our service. We have taken a number of steps to enhance
loyalty programs for our most valued customers and are raising the bar
on the customer service experience—striving to go above and beyond
their expectations at every single point of interaction.
We need to do things right the first time and effectively “fix and
recover” when it is not done right—treating each customer with
respect and showing that we care about them as individuals. A little
empathy goes a long way. That is how we will create passionate and
loyal customers for life.
delivering the best anytime, anywhere experience
The second pillar of our strategy—delivering the best "anytime,
anywhere" experience, in and out of the home—is driven by consumers
who are looking for more out of their video experience, whether they
are time-shifting, streaming content via the Internet to their TVs, or
social networking while watching their favorite shows. Making available
a multi-screen experience is at the core of this strategy for 2011.
For the vast majority of our customers, home is still where the
heart of their TV experience is, and we are going to make that viewing
experience even richer in 2011. We took a big step forward last year
with the launch of our Whole-Home DVR service. It has been getting
fabulous reviews from our customers who love being able to watch
recordings of their favorite shows in any room of the house; and
These signature achievements further establish us as a unified,
financially disciplined company with a common objective: to deliver
a fantastic video experience to our customers and deliver solid
returns to our shareholders.
Coming off one of the best years in our history, we have a great
deal of momentum going for us and are poised to take advantage of
the opportunities ahead.
u.s. strategic vision
With that in mind, for the better part of 2010, we did a complete relook
at our strategies, and a thorough review of every aspect of our business
with a keen focus on the marketplace. We also conducted exhaustive
research on consumer attitudes and how they used pay-TV services.
We also looked at our values and vision. Leadership, innovation,
decisiveness, agility, teamwork and integrity are values that have served
us well over time and will continue as our core. We revised our vision
statement, broadening it to “the best ‘video’ experience” to reflect that
we are offering our customers more ways to watch beyond linear TV.
We also added “anytime, anywhere” as more of our customers seek a
new level of convenience in their viewing experience.
As we took a hard look at our U.S. business, we identified our
strengths, came up with plans to leverage those strengths, and got a
firm handle on where the competition and consumers are going in the
pay-TV arena. We developed a four-pillar strategy:
• Strengthen our core business
• Deliver the best anytime, anywhere experience—
both inside and outside the home
• Build new revenue platforms to drive
our average revenue per customer
• Enhance our productivity to manage our costs
(We're) raising the bar on the customer
service experience—striving to go above
and beyond their expectations at every
single point of interaction.