In an interview in the July/August issue of Marketing Direct magazine, Mark Anderson, BSkyB customer marketing director, outlines how the broadcaster is raising the stakes in the battle for customer retention.
"The customer experience is our new battleground and we believe passionately that it is our differentiator," he says.
Anderson is also keen to explore different customer touchpoints to identify other areas the business can invest in to improve overall customer experience.
BSkyB launched in 1989 and is facing increased competition from other digital television providers such as Virgin Media and Setanta, and most recently BT Vision. BSkyB reported a ten per cent jump in revenues and added a net 406,000 new subscribers in its results for the year ended June.
See the July/August issue of Marketing Direct for the full interview.
"The customer experience is our new battleground and we believe passionately that it is our differentiator," he says.
Anderson is also keen to explore different customer touchpoints to identify other areas the business can invest in to improve overall customer experience.
BSkyB launched in 1989 and is facing increased competition from other digital television providers such as Virgin Media and Setanta, and most recently BT Vision. BSkyB reported a ten per cent jump in revenues and added a net 406,000 new subscribers in its results for the year ended June.
See the July/August issue of Marketing Direct for the full interview.
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