Time Warner Cable is looking to reduce customer churn, after reporting a reduction of 119,000 pay TV customers. Though the nation’s 2nd largest cable MSO added 131,000 new Internet subscribers, the growth is slower than last year, which recorded 214,000 new Internet customers. Meanwhile, the company lost 35,000 VoIP subscribers during the latest reporting period—a far cry from the 112,000 new VoIP customers from last year.
According to Time Warner Cable’s COO Rob Marcus, one of the main factors behind the reduction of pay TV subscribers was the overemphasis on triple play packages. By his account, the triple play deals attracted “discount seekers” rather than loyal customers.
Instead of participating in a race to the bottom, Time Warner Cable is hoping that a renewed focus on quality and customer service will attract and retain new customers for the long haul. With four “retention” centers dedicated to fielding customer calls for cord-cutting, the company hopes to better understand the reasons behind the disconnection so it can enact strategies that minimize customer churn. In addition, talking it out can help customers see the value of their subscription—which could enhance loyalty and prevent the cord-cutting in the first place.
The company has also been experimenting with fast cable installation service, which has long been a gripe by pay TV customers across the nation. Though there has been no announcement regarding a nationwide rollout, the test markets for the 2 hour time window has responded well to the initiative.
Marcus points out that the cable giant is releasing new products, which should attract pay TV viewers who want a reliable, high quality, and versatile video service for the home and for mobile devices. The company is now offering TV Everywhere service that subscribers can use even outside their service area—a first in the industry. Though the initial channel offerings for the mobile streaming service are limited, Time Warner Cable will be looking to secure more content agreements which should expand the available channels in the near future.
The competition for customers in the pay TV industry is fierce, with rival providers offering various signup discounts and freebies for switching customers. With Time Warner Cable’s renewed focus on customer service and satisfaction, it won’t be long before the company will be reporting gains in new customers.