Telecommunications in the US
DirecTV (AT&T) has brought its Overall Customer Effort Score back up to 57 this quarter and as a result has found itself moving up to joint third in the rankings alongside two other companies.
Its +2 point growth for Knowledge & Expertise (56) and Valuing the Customer (57) massively contributed to this overall growth, with a solid 55% saying they were 'very satisfied' with the outcome of their communication or contact.
This comes at a time when DirecTV is due to launch a free advertiser-supported online television platform, MyFree DIRECTV. This will offer curated channels and on-demand library. It will be interesting to see how this new diversified service is communicated.
Customer Effort in detail
Style of Communication
63 vs 62 last quarter
48% say the politeness of their customer service agents is 'excellent'
49% rate the ability to communicate with them in their chosen language (other than English) as ‘excellent’
Knowledge and Expertise
56 vs 54 last quarter
43% rate the expertise of the customer service agent as 'excellent'
40% say the way details were clearly explained to them was 'good'
46% rate how well the customer service agent understood their particular problem or question as 'excellent'
Understanding & Valuing the Customer
57 vs 55 last quarter
38% rate this brand as 'excellent' for how they made them feel valued/important as a customer
44% say the way they understood their needs was 'excellent'
55% say they were 'very satisfied' with the outcome of their communication or contact
Speed Solving the Problem
52 vs 52 last quarter
39% rate how easy it was to find the information they wanted on the website/app as 'excellent'
42% rate how they were able to achieve what they set out to do, or resolve their issue, with the first agent they contacted as "excellent"
44% say they made it ‘very easy’ to achieve what they set out to do
