2014 DIRECTV Corporate Social Responsibility Report

ISSUES /

CUSTOMER EXPERIENCE

DIRECTV is committed to delivering an unparalleled customer experience with our objective to win customer loyalty for life. Our highly competitive industry means it is more important than ever that we elevate the DIRECTV experience in ways that delight new and existing customers. We remain focused on building an organization that puts the customer at the center of our decision-making and continually improves to deliver our best each time a customer interacts with our products, services or employees.

We promise our customers that we will:

  • Celebrate their loyalty
  • Be clear, simple and straightforward in our business practices
  • Offer the best service in the industry
  • Provide the ultimate video entertainment experience

Earning Customer Loyalty

To accomplish our goal of winning customer loyalty, we first have to understand what impacts our customers’ loyalty and how customers feel about their interactions with us. We continually measure customer feedback, and our actions are shaped by that feedback.

An example of how feedback improved customer experience is our new simplified bill. Our consumer research indicated that 40 percent of our customers were confused by their bill. Billing in our industry can be complicated, and the amount owed can change from month to month. To ensure that our customers feel confident they are being charged the right amount, we designed and introduced a new customer bill in the summer of 2014. The new bill answers questions customers expect a bill to address, and unlike any other invoice in the industry, it clearly highlights any changes from the previous month.

The new bill is just one example of how we are going the extra mile for our customers. Other highlights include:

  • HD equipment for all new customers and elimination of additional HD service fees
  • A transparent, invite-based referral program
  • Investments of more than a billion dollars in equipment upgrades for loyal customers
  • Improved appointment communications through online status tracking and proactive text message updates and reminders
  • A 98 percent on-time arrival rate for service calls in 2014
  • Investment in our Help Center and expansion of our online chat platform to offer the option of chatting with an agent without making a phone call

A Culture Focused on Our Customers and Success

DIRECTV employees understand that each of us is responsible for winning customer loyalty. The highlights listed above were accomplished because teams from departments like Engineering, Finance, Marketing and Operations worked together to find innovative solutions to customer pain points. Employees who take the initiative to make improvements to the customer experience are recognized as CX Champions and celebrated across the company for their commitment to our customers.

Our efforts are paying off. In the 2014 American Customer Satisfaction Index, DIRECTV tops the rankings and is tied for first place with AT&T in customer satisfaction. For the 14th consecutive year, we remain ahead of all measured cable providers. We rank number one on customer satisfaction, perceived quality, loyalty, call center satisfaction, picture quality, channel range, premium channels available and menu ease of use. We’re also proud that we’ve achieved the highest Net Promoter® Score (NPS)* in the industry in 2014 as measured by Satmetrix.

*NPS®, Net Promoter® and Net Promoter® Score are registered trademarks of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld.

A 2015 CES INNOVATION AWARDS HONOREE

DIRECTV has been recognized for our 4K Ultra HD Video On Demand (VOD) lineup delivered via the DIRECTV Genie™ HD DVR and DIRECTV 4K-Ready TVs. The DIRECTV Genie HD DVR now allows receiver-less connections to support Samsung UHD TVs and makes DIRECTV 4K VOD movies available.

A Commitment to Customer Privacy

DIRECTV is dedicated to protecting our subscribers’ privacy. We annually distribute a Privacy Policy to all our subscribers that explains how DIRECTV collects, uses and discloses information about them when they subscribe, access and use our products and services. The privacy policy applies to information collected by DIRECTV from our set-top boxes and other platforms (such as mobile apps, websites and gaming consoles) authorized to receive our services. Our privacy policy also informs our subscribers about their choices regarding DIRECTV’s use of the information we collect. DIRECTV implements administrative, technical and physical safeguards to protect the information we collect. This includes educating our employees on appropriate practices to keep their information confidential and secure.

Delivering a Digital Difference in Latin America

The same commitment to exceed customer expectations and lead the industry in customer satisfaction extends to Latin America. There, as in the U.S., our video and audio programming is 100 percent digitally delivered, providing subscribers with digital-quality video and audio as well as interactive features and functionality. We also offer the Genie™ HD-DVR, the Whole Home HD-DVR receiver that records five shows at once.

This digital capability sets us apart from many cable providers in Latin America that typically continue to broadcast to a large number of their subscribers in analog format. We also leverage our leading brands and scale to offer unique and compelling content to subscribers in the region. We believe we provide one of the most extensive collections of programming in the Latin American pay-TV market, including HD sports video content and the most innovative interactive technology across the region.

An example of DIRECTV’s leading the way with technology in the region was the multimedia coverage during the 2014 FIFA World Cup. Through our multi-camera system we offered a TV portal where viewers could access five different angles of what was happening on the field. Additionally, the FIFA World Cup DIRECTV App gave users the chance to integrate social media, follow the tournament calendar, see the matches' statistics and compare players and teams. Another benefit for app users was the ability to watch key moments on demand and the option to view multiple angles of every move by just touching the screen.