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 a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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