Enhancing Customer Experience Using Business Intelligence Tools with Specific Emphasis on the Indian DTH Industry

The Direct to Home industry has emerged as the key driver for the Indian entertainment industry. In October 2011 the Government announced implementation of a phase-wise digitization programme of pay TV services throughout the country. The Indian Direct to Home industry is expected to grow by 50% in 2016. A few challenges faced by the Direct to Home Industry are low Average Revenue per user (ARPU), high customer acquisition costs and high churn rate.DTH Service Providers consider superior service experience as the key differentiator that will help them acquire new customers and manage churn as well. Currently there is no standard available in the India market for DTH service providers to quantify and improve its customer experience. Hence the objective of this paper is to formulate various constructs that helps to understand the impact of different service attributes on customer experience for Direct to home customers using business intelligence tools.