Awareness Of Advanced Television Features Is Low.

A comprehensive learning strategy designed to accelerate and improve consumer learning is critical as new features and products are introduced, according to a newly-released study by Dove Consulting. The study finds that cable and satellite television subscribers — like cell phone and digital camera owners — prefer to learn about new features through a combination of clear instruction manuals and ‘safe’ trial and error. Absent supporting these preferences, television customers tend to not use features or call a CSR.

Certain barriers and concerns inhibit trial and learning, and require development of strategies to address them. Twenty-nine (29%) percent of cable and satellite customers are concerned about incurring unexpected payment obligations or fees, while an additional twenty-one (21%) percent of cable customers and are worried about making irreversible mistakes.

Additional highlights from the study include:

* Subscription television, cell phone, and digital camera customers typically make their purchase decision based on basic functionality.

* A lack of awareness of advanced features may limit product trial and learning. Both cable and satellite users reported being unaware they have certain universally available features.

* Actual experiences of learning about new features are often easier than respondents expected.

* Providers must understand the nature of the ‘moments’ when a consumer decides to try a feature, and to ensure they are providing effective learning vehicles at that moment. These moments include when the consumer has a ‘need’, learns about a feature from friends or family members, or discovers something new through the IPG.

“The topic of consumer learning strategies is a new one for many providers who have been focused on getting new features launched. The opportunity exists to create a clear competitive advantage by becoming the leader in consumer learning — addressing the challenges requires a partnership between product development, training, customer care, field ops, and marketing functions, around building awareness, educating consumers, and developing learning tools,” notes Bob Davis, Managing Director of Dove’s Consumer Broadband practice.