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. 

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

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