DISH Confronts Historic Low Satisfaction with Pay-TV, Kicks off “Tuned In To You” Promise with New Campaign
February 06 2017 - 9:05AM
Business Wire
- DISH President: ‘Customers just want to
be heard in an industry that has forsaken its ability to
listen’
- DISH promotes customer-first mentality
among employees with introduction of immersive training program,
‘Base Camp’
- New ‘Spokeslistener’ marketing campaign
brings to life ‘Tuned In To You’ promise by challenging traditional
spokesperson convention; first of new ads drop today
DISH today shared its vision to confront the low customer
satisfaction pervasive throughout the pay-TV industry. To redefine
its relationship with customers, DISH is doubling down on a
company-wide commitment to listen, in an industry that does not.
This sentiment is captured in DISH’s newly launched “Tuned In To
You™” promise and accompanying “Spokeslistener™” campaign.
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DISH's new "Anthem" spot kicks of the
company's "Spokeslistener" campaign. (Photo: Business Wire)
“Customers just want to be heard in an industry that has
forsaken its ability to listen,” said Erik Carlson, DISH president
and chief operating officer. “‘Tuned In To You’ is more than a
marketing slogan. It’s a company-wide rallying cry and a long-term
business philosophy. DISH has a history of putting our customers
first and taking bold steps to make TV better. We are at our best
when we listen to and fight for what our customers want.”
DISH has served as a disruptive force since its 1980 emergence
cemented satellite television as viable competition to the cable
industry, ultimately driving innovation and lower prices. This
tradition continued with DISH as the first pay-TV provider to offer
a DVR, and more recently with an abundance of advancements like
AutoHop, conflict-free TV with Hopper 3, Netflix on Hopper DVRs,
DISH Anywhere, HopperGO, as well as the My Tech tool’s reliable
75-minute arrival windows. Further, the company has consistently
fought for lower prices and customizable programming options,
including its 2-Year Price Guarantee, Flex Pack™ skinny bundle and
live over-the-top service, Sling TV.
DISH is examining every customer touchpoint, across all
departments, to evolve the delivery of customer service throughout
its nationwide workforce. These efforts are exemplified by the
October launch of “Base Camp,” an immersive training program that
taps into the deep understanding that frontline employees have of
DISH’s customer base.
Through Base Camp, corporate employees work in the field for one
month to gain practical experience supporting new and existing
customers. Participants field customer calls from billing inquiries
to tech troubleshooting to sales inquiries from prospective
customers. They spend full business days accompanying DISH’s
professional technicians to observe the in-home services completed
daily.
“The notion that management should roll back its sleeves and
work with its customer base is almost unheard of in corporate
America,” said Carlson. “But we can’t possibly fulfill on our
‘Tuned In To You’ promise without a working knowledge of our
customers and the interactions they have with our brand.”
DISH expects to graduate 700 employees – including senior
leaders – from Base Camp by year end. All interns and full-time new
hires at DISH’s headquarters complete Base Camp within the first
two months of their employment, while a plan is in place for all
existing corporate team members to enroll in the training.
“Base Camp was one of the most eye-opening and educational
experiences I’ve had during my tenure at DISH,” said Warren
Schlichting, DISH executive vice president of media sales,
marketing and programming. “One by one, Base Camp is instilling
into the members of our headquarters team a ‘Tuned In
To You’ mentality and a sense of urgency to improve our
customer experience.”
An immediate change consumers will see is DISH prominently
featuring feedback forms across every DISH.com webpage. While the
company has always sought feedback, it’s now proactively asking TV
lovers to share the ideas they see as capable of improving the
customer experience. These real-time insights are distributed to
designated leaders throughout the DISH business for review and
potential implementation.
DISH and the Spokeslistener
With internal changes underway, DISH’s “Tuned In To You” promise
kicked off today with a new multimillion dollar campaign – “The
Spokeslistener” – that challenges the traditional spokesperson
convention commonly used in television advertisements. DISH, with
creative agency Camp + King, launched a series of television, radio
and digital advertisements that illustrate the common frustrations
experienced by pay-TV customers and the solutions offered by
DISH.
“A spokesman talks at you, while a Spokeslistener listens to and
communicates with you,” said Jay Roth, DISH senior vice president
and chief marketing officer. “It’s a demonstration of our
commitment to acknowledge common customer frustrations, and then
take the appropriate action to provide meaningful solutions.”
DISH’s first two Spokeslistener spots are rolling out on local
network affiliates (ABC, NBC, CBS and Fox) today in more than 150
markets nationwide. Watch the spots here and here. The company will
introduce additional ads in the coming months.
About DISH
DISH Network Corp. (NASDAQ:DISH), through its subsidiaries,
provides approximately 13.643 million pay-TV subscribers, as of
September 30, 2016, with the highest-quality programming and
technology with the most choices at the best value. DISH offers a
high definition line-up with more than 200 national HD channels,
the most international channels and award-winning HD and DVR
technology. DISH Network Corporation is a Fortune 200 company.
Visit www.dish.com.
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version on businesswire.com: http://www.businesswire.com/news/home/20170206005635/en/
DISH Network L.L.C.Danielle
Johnson303-723-2191danielle.johnson@dish.com@DISHNews
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