Enjoyability: Cable TV Providers Fail The Test

Have you ever had a bad experience with your cable TV provider? If you have, then you’re not alone — a lot of people have and they aren’t happy about it. In a recent research report called The Enjoyability Factor, I analyzed survey responses from over 5,000 consumers to the question:

How much do you enjoy doing business with these types of firms?

The research looked at 14 different types of firms. Some findings:

  • Only 28% of consumers enjoy doing business with their Cable TV providers (the lowest level across the 14 types of firms).
  • Only 30% enjoy doing business with their health insurer (second from the bottom)
  • 73% of consumers enjoy doing business with discount stores (top of the list)
  • 61% of consumers enjoy doing business with department stores (second from the top)

We also asked whether consumers would be willing to switch providers if they thought that another firm would provide a more enjoyable experience. Looking at both of these two questions together, we developed a 2 x 2 matrix that segmented consumer attitudes towards each of the providers into 4 segments:

The Enjoyability Segmentation

It turns out that there are a lot of consumers who fall into the “At-Risk” segment across all 14 industry groups that we looked at. Here are the 5 industries with the most at-risk consumers:

  1. Cable TV providers (56% of all their customers)

  2. Health insurers (51%)

  3. [tie] Airlines (49%)

  4. [tie] Wireless phone providers (49%)

  5. Computer manufacturers (47%)

The bottom line: That’s a lot of bad news for some companies, but a lot of good opportunity for others. 

About Bruce Temkin, CCXP
I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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