Awareness of Advanced Television Features is Low and Customers Require Clear Learning Tools to Drive Adoption and Usage, Dove Study Finds
Posted on: Monday, 25 July 2005, 18:00 CDT
BOSTON, July 25 /PRNewswire/ -- A comprehensive learning strategy designed to accelerate and improve consumer learning is critical as new features and products are introduced, according to a newly-released study by Dove Consulting. The study finds that cable and satellite television subscribers -- like cell phone and digital camera owners -- prefer to learn about new features through a combination of clear instruction manuals and 'safe' trial and error. Absent supporting these preferences, television customers tend to not use features or call a CSR.
Certain barriers and concerns inhibit trial and learning, and require development of strategies to address them. Twenty-nine (29%) percent of cable and satellite customers are concerned about incurring unexpected payment obligations or fees, while an additional twenty-one (21%) percent of cable customers and are worried about making irreversible mistakes.
Additional highlights from the study include: * Subscription television, cell phone, and digital camera customers typically make their purchase decision based on basic functionality. * A lack of awareness of advanced features may limit product trial and learning. Both cable and satellite users reported being unaware they have certain universally available features. * Actual experiences of learning about new features are often easier than respondents expected. * Providers must understand the nature of the 'moments' when a consumer decides to try a feature, and to ensure they are providing effective learning vehicles at that moment. These moments include when the consumer has a 'need', learns about a feature from friends or family members, or discovers something new through the IPG.
"The topic of consumer learning strategies is a new one for many providers who have been focused on getting new features launched. The opportunity exists to create a clear competitive advantage by becoming the leader in consumer learning -- addressing the challenges requires a partnership between product development, training, customer care, field ops, and marketing functions, around building awareness, educating consumers, and developing learning tools," notes Bob Davis, Managing Director of Dove's Consumer Broadband practice.
For more information, please contact Kristin Rowell at (617) 753-9216. About the Dove Study
Among the sponsors of the Dove Customer Education Preferences Survey were Atlantic Broadband, Comcast Communications and Insight Communications. The primary objective of the study is to understand how consumers learn to use advanced technology products and features. The survey was administered via email to consumers in the United States. We received 1,491 completed surveys, and the demographic profile of respondents is in line with the most recent US Census data.
About Dove Consulting
Founded in 1981, Dove Consulting is a Boston-based consulting firm specializing in strategy and organizational effectiveness. Dove has been advising clients in the Consumer Broadband industry for ten years. We have worked with a variety of cable operators, cable networks, equipment manufacturers, and other broadband service providers on strategy, organization design, new product development, and brand. Adelphia, AT&T, Comcast, Connexion by Boeing, Cox, CTAM, Discovery Communications, Motorola and Scripps Networks are among the leading broadband clients served by Dove.
For more information on Dove Consulting, please contact Stephanie Godek at (617) 482-2100 or visit us at: http://www.doveconsulting.com/.
Contact: Kristin Rowell
(617) 753-9216, krowell@doveconsulting.com
Dove Consulting
CONTACT: Stephanie Godek, +1-617-482-2100, or Kristin Rowell, +1-617-753-9216, krowell@doveconsulting.com, both of Dove Consulting
Web site: http://www.doveconsulting.com/
Source: PRNewswire
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