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CX in the video streaming industry
(2021) Tsaknaki, Eirini; Athens University of Economics and Business, Department of Business Administration; Siomkos, George I.; Baltas, George; Indounas, Konstantinos
The current pandemic affected many industries, but only a few as radically as those that rely on face-to-face interactions and in-person experiences. The most prominent such example would be Entertainment and Media. Customers turned massively to content platforms in lack of alternatives such as cinema, theatres and concerts, accelerating a pre-existing trend. However, as the world tries to recover, some changes might persist, yet others can be easily reversed. In this light, this work discusses the elements that shape customer expectations regarding paid video streaming platforms (SVOD). Through qualitative and quantitative research, valuable insights have been generated to facilitate the understanding of what customers look for and what they value when it comes to SVOD platforms. The lack of ads, range of content, ease of use & media quality have been chosen by more than 85 of the sample as the top most important platform features. Further analysis has shown that the multidimensional factors of content & contract (commitment, price & ease & safety of payments) affect all CX Metrics under examination (NPS, CSAT & Retention). Personalisation significantly affects NPS & CSAT whereas, the ease of use impacts only the retention proxy.