Well, they've done it again.
For the eighth year in a row, DIRECTV on Tuesday was named number one in customer satisfaction among all major pay TV providers in the American Customer Satisfaction Index (ACSI), posting an index score of 68.
"Our customer experience is extremely
important to the success of our business and we are proud to continue our record of scoring higher in customer satisfaction than any other major cable TV company in the country," said Mike Palkovic, DIRECTV's executive vice president of operations. "While we saw an improvement over 2007, this year
we are still clearly focused on improving all facets of the overall customer experience to further distance ourselves from the competition."
What's the secret? Since the ACSI polls customers on issues like perceived quality, perceived value and expectations, it's probably pretty safe to
hypothesize that DIRECTV's cost-benefit equation has something to do with it. That is, small dish subscribers tend to get more programming for their money when compared to the major cable providers, and that factors into their opinion of the overall service.
Still, as helpful as studies like
the ACSI are, the real news still lies with the customers. Does DIRECTV's reputation stand up in the field? Are real-world subscribers really that satisfied with the service, or is it just the best option available? Send your comments to
editor@theretailbridge.com and we'll post select responses in this space on Thursday.