NAB 2016: Paywizard upgrades consumer engagement tools


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Joseph O'Halloran

| 14 April 2016




Pay-TV subscriber management technology provider Paywizard is to debut new marketing and consumer engagement tools as part of an upgrade to its Agile subscription, billing and CRM solution.



To be unveiled at NAB 2016, the new features are designed to enable insight-based customer acquisition, retention and churn reduction. They align directly with the company’s Decision Moments when consumers interact with a pay-TV service, namely Find, Join, Consume, Upgrade, Downgrade, Bill, Leave and Win Back. They are designed to enable operators to target customers with effective acquisition and retention tactics at these critical Decision Moments of the subscriber journey.

The technology allows operators to track their progress at each Decision Moment and proactively manage their customer base and using a dedicated dashboard they can also select specific Moments and structure activity around that particular stage of the subscriber journey.

For example, they could see all people who have registered an interest with the service but not signed up, and create targeted engagement campaigns as a result. Or they could view customers who have terminated their contact, in order to drive churn reduction campaigns.

Other notable new features include tools to support targeted campaigns aimed at growing subscriber volumes, increasing ARPU from existing customers, reducing churn and extending the customer lifecycle; enhanced subscription creation capabilities; real-time insights, applicable to all Decision Moments, including active churn analysis and monitoring of subscription movements to feed into marketing initiatives; the ability to track positive and negative interactions with customers, including purchases, payment status, offers and communications received.

“As the pay-TV and pay-OTT landscape becomes more competitive we’re seeing consumers starting to adopt a ‘dip in and out’ approach,” explained Paywizard CMO Bhavesh Vaghela. Pay-OTT services, for example, are experiencing staggering churn rates of around 6% per month and this is forcing operators to redefine their business models with greater emphasis on customer service. Now more than ever, it is vitally important for operators to identify with their customers at each step of their journey, and have the tools in place to keep them happy, engaged and loyal.”