DIRECTV 2012 Annual Report Download - page 25

DIRECTV
customers, (3) simplifying the sales process and (4) strengthening our We have plans to launch a new simplified bill as well as make it easier
bundled offers and capabilities. and more intuitive for customers to manage their account and
understand features of the DIRECTV service on directv.com. We
•Identify Improvement Opportunities. We believe developing a system for expect these solutions to reduce customer call volumes to our call
discovering improvement opportunities in products, policies and centers.
procedures is strategically important. In 2012, we built a learning lab
where we have a dedicated team focused on surfacing and resolving • Strengthen Our Bundled Offers and Capabilities. Bundled video,
issues that cause negative experiences and testing ideas that could create telephone and broadband services continue to grow in popularity as
more satisfaction for our customers through all service interactions consumers look for ways to reduce costs in a challenging economy. To
including the initial installation as well as any subsequent better serve the segment of consumers who are attracted to the
communications, service or upgrade transactions. We are testing and convenience and value of bundle offerings, we have agreements in place
refining solutions for customers that heighten the focus on resolving with most of the major telco companies nationwide to offer digital
problems the first time they contact us, minimizing hand-offs, valuing subscriber line, or DSL, and fiber bundles which include the
the customer’s time and providing in-home education on our products DIRECTV service. In 2012, we completed the implementation of an
and services. In 2013, we will continue to empower our front line integrated broadband ordering tool that enables us to offer DSL and
employees to go above and beyond our customers’ expectations at every fiber bundles through a more seamless process. We believe it is
single point of interaction as well as identify new ways to improve important that we continue to work closely with broadband providers
customers’ satisfaction while simultaneously improving productivity by to further streamline the bundle process, offer broadband services with
reducing service calls. higher speeds and improve joint marketing efforts so that a greater
percentage of our customers can enjoy the benefits of a bundle.
•Increase Our Investment in Existing Customers. Investing in our valuable
customers is strategically important. For this reason, in 2013, we expect • Advance the Entertainment Experience Both Inside and Outside of the
to launch a transparent upgrade program, which will provide additional Home. We believe it is critical that we continue to extend our brand
value to our existing customers, including the ability to receive leadership as the premium pay-TV provider in the marketplace by providing
upgrades to our latest product features and functionality every two the best and most compelling video experience both inside and outside of
years. We also believe it is critical to re-affirm our appreciation for our the home. To fulfill our goals, we have developed a robust product roadmap
most tenured loyalists and plan on continuing to recognize and reward to advance the entertainment experience across multiple platforms by
these subscribers through segmented retention offers. Transitioning our (1) enhancing our Whole-Home DVR and time-shifting capabilities,
investment away from providing new customers with the best deals to (2) expanding DIRECTV Everywhere capabilities and (3) delivering a
thoughtful economic investments in our existing subscriber base is seamless best-in-class user interface that unifies search and discovery across
expected to yield even higher levels of customer satisfaction and multiple screens.
financial returns. •Enhance Whole-Home DVR and Time-Shifting Capabilities. We believe
•Simplify the Sales Process. Making a great first impression is important, that consumers are looking for more features and functionality in their
as it sets the tone for the relationship interactions that follow. TV viewing, particularly in terms of place and time shifting. For this
Therefore, we have decided to streamline the sales and on-boarding reason, in 2012 we introduced the DIRECTV Genie, a premium HD
process through the elimination of the programming rebate redemption whole-home DVR service with a terabyte hard drive that allows
process. By simplifying the sales process with this new instant rebate, consumers to record five different high-definition programs
we have not only improved the customer experience, we have also simultaneously without any conflicts. This advanced set-top receiver
reduced the complexity for our front-line sales and service workforce. includes sophisticated, intuitive search and discovery functionality with
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