DISH’s ‘Tuned In To You’

All companies have their ups and downs, and most people I know have complaints about their cable. It may be the cost, the reception, the channel line up or customer services. With new CMO Jay Roth in the lead, DISH has decided to do something about it.

If you haven’t seen the ads, DISH has instituted some new campaigns. The first is called “Tuned In To You,” which focuses on actually listening and taking into account customer complaints and frustrations. This isn’t a novel idea, but it’s nice to hear a company bring it to light. Part of this campaign is to have “spokeslisteners” instead of a “spokesperson.”

Another interesting thing DISH is doing is putting all their employees through a new training program called “Base Camp.” Yes, even the corporate big shots get to go through this customer service training. According to a DISH press release, “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’s professional technicians to observe the in-home services completed daily.”

DISH president Erik Carlson explained that “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.” How can they do that, though, if they don’t really know their customers. That’s where “Base Camp” comes in.

“Base Camp was one of the most eye-opening and educational experiences I’ve had during my tenure at DISH,” said Warren Schlichting, DISH executive vice president of media sales, marketing and programming. “One by one, Base Camp is instilling into the members of our headquarters team a ‘Tuned In To You’ mentality and a sense of urgency to improve our customer experience.”

So, if you are, were, or are considering becoming a DISH customer, you may want to take advantage of their new feedback forms. They can be found on every page of their website.

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