Time Warner Cable 2006 Annual Report Download - page 17

level pricing, which provide its customer care representatives the opportunity to offer additional services or
upgraded levels of existing services that are relevant to targeted customer groups.
To support these efforts, TWC utilizes its brand and the brand statement, The Power of You
TM
, in conjunction
with a variety of integrated marketing, promotional and sales campaigns and techniques. TWC’s advertising is
intended to let its diverse base of subscribers and prospects know that it is a customer-centric company — one that
empowers customers by providing maximum choice, convenience and value — and that TWC is committed to
exceeding expectations through innovative product offerings and superior customer service. TWC’s message is
supported across broadcast, its own cable systems, print, radio and other outlets including outdoor advertising,
direct mail, e-mail, on-line advertising, local grassroots efforts and non-traditional media.
TWC also employs a wide range of direct channels to reach its customers, including outbound telemarketing
and door-to-door sales. In addition, TWC uses customer care channels and inbound call centers to increase
awareness of its products and services offered. Creative promotional offers are also a key part of TWC’s strategy,
and an area where TWC works with third parties such as consumer electronics manufacturers and cable
programmers. TWC also is developing new sales channels through agreements with local and national retail
stores, where TWC’s satellite competitors have a strong presence.
TWC has been developing and implementing a number of technology-based tools and capabilities. These
initiatives include the development of customized data storage and flexible access tools. This infrastructure will
ensure that critical customer information is in the hands of customer service representatives as they interact with
customers and prospects and on an aggregate basis to help TWC develop marketing programs.
Each of TWC’s local operations has a marketing and sales function responsible for selecting the relevant
marketing communications, pricing and promotional offers for the products and services being sold and the
consumer segments being targeted. The marketing and sales strategy is developed in coordination with its regional
and corporate marketing teams, with execution by the local operating division.
TWC also maintains a sales presence in a number of retail locations across the markets it serves. This retail
presence enables both new and existing customers to learn more about TWC, and purchase its products and services.
TWC maintains dedicated customer service centers that allow for the resolution of billing and service issues as well
as facilitate the sale of new products and services. TWC’s centers are located in its local administrative offices or
operations centers, independent facilities or kiosks or booths within larger retail establishments, such as shopping
malls.
Customer Care
TWC believes that superior customer care can help increase customer satisfaction, promote customer loyalty
and lasting customer relationships, and increase the penetration of its services. TWC is committed to putting its
customers at the center of everything it does and is making significant investments in technology and people to
support this commitment.
TWC’s customer call centers use a range of software and systems to try to ensure the most efficient and
effective customer care possible. For instance, many of TWC’s customer call centers utilize workforce and call flow
management systems to route the millions of calls it receives each month to available representatives and to
maximize existing resources. Customer representatives have access to desktop tools to provide the information
TWC’s customers need, reducing call handling time. These desktop tools provide the representative with timely,
valuable information regarding the customer then calling (e.g., notifying the representative if the customer has
called previously on the same issue or helping to identify a new service in which the customer might be interested).
TWC uses quality assurance software that monitors both the representative’s customer interactions and the desktop
tools the representative selects during each call.
Many of TWC’s divisions are utilizing interactive voice recognition systems and on-line customer care
systems to allow customers to obtain information they require without the need to speak with a customer care
representative. Most customers who wish or need to speak with a representative will talk to a locally-based
representative, which enables TWC to respond to local customer needs and preferences. However, some specialized
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