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Dish Tunes In To Customer Moods

Dish, acknowledging that there is “low customer satisfaction pervasive throughout the pay-TV industry,” went on the offensive with a new ad and marketing campaign: “Tuned In To You.”

Dish said it is “doubling down on a company-wide commitment to listen, in an industry that does not.”

The company said it is examining every customer touchpoint, across all departments, to evolve the delivery of customer service throughout its nationwide workforce. The efforts include the October launch of “Base Camp,” an immersive training program that focuses frontline employees on Dish’s customer base.

Through Base Camp, corporate employees work in the field for one month to gain practical experience supporting new and existing customers. Participants field customer calls from billing inquiries to tech troubleshooting to sales inquiries from prospective customers. They spend full business days accompanying Dish installment technicians to observe in-home services.

An immediate change consumers will see are prominent feedback forms across every webpage. The company is proactively asking users to share ideas they see as capable of improving the customer experience. The real-time insights are distributed to designated leaders throughout the Dish business for review and potential implementation.

“Customers just want to be heard in an industry that has forsaken its ability to listen,” said Erik Carlson, Dish president and chief operating officer. “‘Tuned In To You’ is more than a marketing slogan. It’s a company-wide rallying cry and a long-term business philosophy. Dish has a history of putting our customers first and taking bold steps to make TV better. We are at our best when we listen to and fight for what our customers want.”

Dish expects to graduate 700 employees from Base Camp by year-end. All interns and full-time new hires at Dish’s headquarters complete Base Camp within the first two months of their employment, while a plan is in place for all existing corporate team members to enroll in the training.

On the marketing end, Dish explained its “Spokeslistener” theme. “A spokesman talks at you, while a Spokeslistener listens to and communicates with you,” said Jay Roth, Dish senior VP and chief marketing officer. “It’s a demonstration of our commitment to acknowledge common customer frustrations, and then take the appropriate action to provide meaningful solutions.”

The first two Spokeslistener spots are rolling out on local network affiliates, including ABC, NBC, CBS and Fox, starting today in more than 150 markets nationwide, Dish said.

Two spots have been introduced and more are planned in the coming months.