MultiChoice Revamps DStv Premium, Prioritizing Customer Happiness
MultiChoice South Africa is upgrading its DStv Premium service. The goal is to offer more value. The company’s CEO, Byron du Plessis, wants to enhance the customer experience beyond just providing content, focusing on a better experience for Premium subscribers.
Enhanced Support Experience
Du Plessis said the company is creating a dedicated support system. It’s inspired by added value that banks provide high-end clients. Premium customers won’t wait in queues and will have a dedicated support channel. Support agents will undergo extended training.
They will monitor accounts, anticipating potential problems, like unpaid bills. They will also notify subscribers about upcoming events, ensuring they don’t miss anything due to disconnection. This proactive approach aims to offer value exceeding content consumption, stated Du Plessis.
Improving the Customer Experience
Du Plessis has invested time assessing customer interactions. He visited branches to understand customer service data. He sought to understand how customers experience DStv, Showmax, and MultiChoice. The focus is on understanding customer needs and improving the service.
“We actually shifted our metrics now from satisfaction to happiness,”
—Byron du Plessis, MultiChoice South Africa CEO
Du Plessis noted that customer issues aren’t always about content. Issues can include rewards programs or decoder problems. This prompted changes, including free Wi-Fi in walk-in centers, where staff can demonstrate apps and help manage bills.
Exclusive Rewards and Experiences
MultiChoice is enhancing the DStv rewards program to improve the Premium package. Premium subscribers automatically receive the highest reward tier. This offers “money can’t buy” experiences. These include chances to attend Springbok matches or participate in special events.
This strategy seeks to provide experiences equal to the value of an annual DStv Premium subscription. The rewards program has ambitious goals, said Du Plessis.
Customer satisfaction is crucial for subscription services. In 2023, the customer satisfaction score for pay-TV services in South Africa was around 68% (Statista).
Addressing Customer Concerns
Customer interviews have shown that many customers are unfamiliar with using the on-demand functions of DStv. Du Plessis identified that PVR decoder owners rarely complain about repeats, suggesting a solution. This led to a focus on improving customer understanding of available features.
The changes show MultiChoice’s commitment to refining its Premium service. By prioritizing customer happiness and proactive service, the company aims to retain and attract subscribers. The new rewards program and dedicated support reflect a strategic shift.
