Washington, D.C. (May 22, 2013)
Below is an update on our story yesterday on the American
Customer Satisfaction Index's ratings for TV providers:
DIRECTV yesterday issued a press release to announce the results
of the American Customer Satisfaction Index ratings. The
release's headline stated:
"DIRECTV : Tops DISH and
AT&T U-Verse, Continues 13-Year Winning Streak Over Cable in
2013 American Customer Satisfaction Index"
Here's the first paragraph of the DIRECTV release:
the 13th straight year, DIRECTV continued to outpace all cable
competitors in customer satisfaction, according to the most
recent survey by the American Customer Satisfaction Index (ACSI).
In addition, DIRECTV surpassed both DISH Network and AT&T
U-Verse in this year's survey, ranking #1 in seven individual
Based on the headline and lede, you would think that DIRECTV
finished first in the ACSI survey, wouldn't you? Well, if you
didn't yet, let this quote from DIRECTV CEO Mike White help you
"Every DIRECTV employee is
focused on providing our more than 20 million customers with the
best experience at every touch point of our relationship with
them, and I'm proud to see our ACSI score reflects that effort,"
said Mike White, chairman, president and CEO of DIRECTV.
The best experience, huh?
Problem is, DIRECTV's release fails to mention that Verizon's
FiOS TV service actually was rated as delivering the "best
experience" by customers in the ASCI survey. Verizon had a score
of 73 out of a possible 100, compared to DIRECTV's 72. (The
DIRECTV release doesn't even mention Verizon.)
Yes, DIRECTV did finish second -- and it did beat Dish and AT&T
and cable. But it did not finish first or was rated as
delivering the best experience of all TV providers.
But why let that stop a good opportunity to issue a press
Below is our original story on the
Washington, D.C. (May 21, 2013)
Verizon led all TV
providers in the annual American Customer Satisfaction Index for
the fourth year in a row.
The ACSI, which was originally developed at the University of
Michigan's Ross School of Business, measures customer
satisfaction in 47 industries, including pay TV providers. The
research group interviewed 70,000 customers during the course of
Multichannel News reports that Verizon received a 73 rating in
which was actually a one percent decline from 2012 but still
good enough to top the results. DIRECTV finished second with a
72 rating while AT&T's U-Verse service received a 71. The
highest possible score was 100.
Dish was fourth with a 70 score.
Once again, the telcos and satellite services fared better than
their cable counterparts. However, Charter Communications'
rating rose 8 percent in the past year, reaching a score of 64.
Charter finished second to Cox in the cable category; Cox had a
score of 65.
Comcast was next with a 63 while Time Warner Cable dropped from
63 in 2012 to 60 this year.
Multichannel News writes that the ACSI noted that the pay TV
industry averaged a rating of 68, which was a three percent
increase over the previous year. The research group credits the
improvement to greater satisfaction with the telcos and the
The ACSI said pay TV subscribers issued strong ratings for HD
picture quality, but had issues with customer service call