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Integra5 survey finds converged services boost customer retention

Thu, 10/18/2007 - 8:00am
Mike Robuck

Integra5 conducted a survey with a South Carolina provider that found TV Caller ID plays a large role in retaining customers while also causing subscribers to have a positive perception of their service provider.

While some cable operators, such as Time Warner Cable, have developed TV Caller ID on their own, Integra5 has been a pioneer in getting phone call names and numbers up on TV screens.

Integra5 conducted its survey with South Carolina-based provider Comporium.

The survey, which generated more than 3,500 responses, detailed interest in current and future converged services – real-time applications that “blend the bundle” by combining voice, video, data and wireless features.

To provide a more granular analysis of the impact of converged services, responses from Comporium’s long-term TV Caller ID subscribers – 70 percent of whom have used the converged service for more than one year – were compared with feedback from subscribers who do not receive the service. Comporium offers the TV Caller ID service for free as part of its digital cable and phone bundle.
 
The results included 25 percent of those who responded saying that TV Caller ID was the main reason they stuck with Comporium for their triple play bundle. The TV Caller ID users also were 30 percent more likely to rate Comporium as “great” overall than the subscribers who didn’t receive the service.

The survey also found that 78 percent of the Comporium customers said they liked TV Caller ID as much as other popular types of services, including HDTV, while 71 percent reported the same for DVR.

"The economic impact of winning and retaining customers is dramatically altered in a multi-service, triple and quad play bundle market," said Boyd Peterson, senior vice president of Yankee Group’s Consumer Research group, in a statement. "The intense competition between service providers to have the best bundled offering will increasingly hinge on innovative services that offer consumers value through greater convenience and freedom rather than simply consolidating multiple services on a single bill."

While service providers are beginning to leverage three screens with TVs, PCs and mobile devices, the survey found that nearly 70 percent of the respondents chose the TV as their preferred device for receiving converged services, while more than 40 percent said they would like to receive the services on both TVs and PCs.

The Comporium Group of companies provides services to residential and commercial customers, including local telephone, long distance, wireless, cable TV, Internet, security, data services and directory publishing.

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