Our musings on making video personal
Wireless bill shock, typically from higher-than-expected roaming charges or device theft, is a major issue for wireless carriers and consumers worldwide. No matter the cause, providers are left with potential lost revenue, angry customers and a relationship to repair. Not only do governments and regulatory agencies take this seriously, but any provider that wants to retain its customers must take the necessary steps to prevent bill shock.
After many instances of consumers receiving bills for thousands – even tens of thousands – of dollars, the FCC enacted new guidelines for wireless carriers. Now, U.S. carriers are required to send a series of free usage alerts to their subscribers, and other countries are following suit. Real-time usage notification can prevent bill shock by empowering customers to take control of their data usage and allows operators to create upsell opportunities for customers who have reached their data usage allowance.
But what about smaller charges that may not equal thousands of dollars, but are just as surprising? You often hear stories of absurdly high charges, but bill shock also occurs when customers see unexpected or confusing charges. Truly improving the billing experience and enhancing the carrier-consumer relationship requires a change throughout the whole customer experience, not just a one-time notification.
Companies can implement many other changes to prevent bill shock beyond real-time notifications, including:
Long story short: providers should take a holistic approach and better educate their customers on an ongoing basis. Some of the top wireless carriers are doing just that by incorporating personalized video stories into their customer communication strategy. Using an engaging medium such as video and tailoring the message to each individual proves to be incredibly effective at delivering messages that resonate.
Addressing potential billing concerns early in the relationship means customers better understand their new plans, and carriers can reduce billing-related calls to the call center, support costs and customer churn, while beginning to build a positive customer relationship. Carriers have several opportunities to engage and educate customers with personalized video.
Here are a few: