Your Guide to Self-Service in Entertainment

Entertainment industry could gain from self-service capabilities

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Self-Service in Entertainment
Contact CentreInsights

Published: May 6, 2021

Anwesha Roy - UC Today

Anwesha Roy

Among all the industries in need of self-service, media & entertainment is probably among the best candidates. A study of the Consumer Satisfaction Index reveals that customer experiences in media & entertainment is well below the cross-industry average, and is declining sharply even as the content itself (i.e., the product), reaches all new heights of quality. This is a telling sign, indicating the need for self-service intervention and a streamlining of the customer journey.  

Use Cases for Self-service Implementation in Entertainment

The entertainment industry could gain from self-service capabilities both in digital channels as well as live venues. In the wake of the COVID-19 pandemic, self-service kiosks at entertainment venues are highly recommended in order to safely increase footfall. Here are some of the key use cases to explore when empowering entertainment customers and content consumers using self-service:  

  1. Self-service ticketing and check-ins 

A self-service kiosk placed at the entrance can help event visitors book tickets, choose their preferred seats, get their temperature checked, and check in as per a pre-configured guest list – all without human intervention. This could significantly speed up the check-in process, reducing customer wait time in crowded venues and during peak periods.  

  1. Self-service account and subscription management 

For digital entertainment and OTT content, a large portion of account management and customer support tasks can be moved or shifted to self-service. For example, password resets, changing subscription plans, submitting a complaint during downtimes, and software-related issue resolution can all be completed through self-service. This is an important use case given that most OTT content providers cater to a global audience and providing live contact centre support across so many regions is challenging both in terms of costs and efforts.  

  1. Self-service advertising for small businesses 

Apart from helping the end customer, self-service could be useful to other stakeholders on the entertainment value chain, including small businesses that leverage entertainment platforms for advertising. A self-service portal can help in creating targeted ad campaigns, guiding SMB sales teams through each step of the process, increasing the entertainment platform’s revenue generation capabilities. Hulu has recently added a self-service capability in this vein.  

  1. Self -service for analytics and transparency

The entertainment industry has long grappled with the problem of objectively and transparently establishing popularity. In 2014, NYT reported that Nielsen TV ratings had been flawed for several months, and similar challenges have been faced by entertainment companies around the world. A self-service analytics portal can provide regulators, governments, and ordinary citizens with accurate reports on viewership, increasing trust. An initiative like this was recently launched by India’s Broadcast Audience Research Council (BARC). 

Benefits of Self-Service in Entertainment  

Self-service in entertainment can prove incredibly useful for boosting the industry’s revenues while also improving customers experiences. According to Forrester, improving CX is a top priority for 72% of companies, but media & entertainment companies are lagging behind when it comes to investing in this aspect. Self-service can help to empower customers and facilitate a better CX without a huge capex investment.  

 

 

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