Posts Tagged ‘Florical’

How Broadcasters of Different Sizes Rank Technology Vendors for “Great Customer Service”

broadcast industry technology trends, broadcast technology market research, Broadcast Vendor Brand Research, Top Broadcast Vendor Brands | Posted by Joe Zaller
Nov 02 2009

This is the third in a series of articles about findings from the 2009 Big Broadcast Survey (BBS)* that shows how a global sample of more than 1,000 broadcasters of different sizes ranked broadcast technology vendors on a variety of metricsFor information about how these results were collected, please see the bottom of this post**.

 

Previously I’ve discussed how broadcasters of different sizes ranked broadcast technology vendors for innovation and reliability. Today I am going to look at how this group ranked vendors “great customer service.” 

But first it’s worth noting that “Great customer service” is something that I wrote about in a previous article.  That post talked about how broadcast technology vendors were ranked for “great customer service” by all types of buyers (including broadcasters, systems integrators, post production facilities, government etc), and broke out the data on a geographic basis, regardless of the size of the respondent’s organization. 

For a quick recap, here’s the chart from the previous post that shows the regional breakdown of the global sample. 

Please note that in all cases, these brands are shown in alphabetical order, NOT in the order of their ranking in the study

  

Question: How would you rate [Brand X] on the following attribute [Great Customer Service] where 1 = very poor and 10 = best in the market? 

Customer Service -- all respondents by geography

The above chart is shown here only for the purpose of comparison, and I am not going to be discussing it here.  However, I did put together some thoughts and analysis on these findings, and you can find them in the previous post.

 

 

Now let’s move on and look at the same question, but from a different perspective by taking the responses of just one customer type – broadcasters — and breaking the data out by the size of the respondent’s organization.

The chart below shows the responses from more than 1,000 broadcasters and is broken down by size of organization.  For the sake of comparison, I have also included the rankings of all respondents (regardless for organization type, geography etc), and all broadcasters (regardless of size or geography), in the first and second columns respectively.

 

Please note that in all cases, these brands are shown in alphabetical order, NOT in the order of their ranking in the study

Question: How would you rate [Brand X] on the following attribute [Great Customer Service] where 1 = very poor and 10 = best in the market? 

Customer Service by broadcaster by org size

When I first saw this chart I found it very interesting.  Here are some thoughts on these findings:

* There are 12 vendors in this chart, making customer service the most varied and least concentrated of all the factors I have explored.  Keep in mind that there were only 25 vendors in the entire study, so to find almost half of them in a single chart about one metric is significant.  This is an area of the broadcast market that does not appear to have clear global leaders, and as I mentioned in my previous post about customer service: “there is a real opportunity for vendors to step up to the plate and differentiate themselves on the basis of great customer service.” 

* However, not one of these 12 vendors makes the top five list for great customer service in all six categories.  Evertz came the closest with 5 appearances.  Both Sony and EVS made the top 5 list in all categories in the previous post (all respondents broken down by geography).

* Here’s how many times each company appears in the chart above: Axon (2), Evertz (5), EVS (4), Florical (1), Harris (3), Miranda (1), Network (now Nevion) (1), Nvision (now Miranda) (1), Ross Video (1), Snell & Wilcox (now Snell) (3), Sony (4), Thomson / Grass Valley (2), Utah Scientific (2)

* There’s an interesting mix of companies in this chart, including some that are very large and some that are not so large.  This reinforces the point I made above about there being an opportunity for vendors to differentiate themselves with customer service, and it also shows that customer service is not about size.

* Five different companies appear one time in this chart – Florical, Miranda, Network, Nvision and Ross – and they do so in a variety of different categories.  Miranda appears in the 50-100 employee list; Florical and Network (now Nevion) appear in the 101-500 employee list; Nvision (now part of Miranda) appears in the 501-1,000 employee list; and Ross appears in the 1,001-10,000 employee list.

* Despite their difference in size and product ranges Utah Scientific and Harris appear in the same categories –broadcasters with 51-100 and 101-500 employees.

* As mentioned above, Miranda appears only in the smallest category (51-100 employees), but Nvision, which was acquired by Miranda is also in the 501-1000 employee category.  When Miranda announced their Q3 results last week, said that said that they are moving the manufacturing of Nvision products from Grass Valley to Montreal, but that they are leaving some specialist positions in California.  Obviously this makes financial sense for them, and it will be interesting what impact it will have on the perception of their customer service.

* Does size matter? Some of the industry’s largest vendors did best with the smallest customers; while some of the industry’s smaller vendors (like Axon) did best with the largest customers.

* Axon, which appears twice on this chart makes the top five list for “all broadcasters” (regardless of size or geography) and also for the large broadcasters (1,001-10,000 employees)

* Along with Axon, Ross Video which appears once on the above chart also makes the top 5 list for the largest broadcasters (1,001-10,000 employees)

* Thomson / Grass Valley, one of the broadcast industry’s largest vendors, makes the top 5 customer service list for the overall market and for the smallest broadcasters (50-100 employees), but is absent from the top-five list for other broadcasters.

* Harris, another of the broadcast industry’s largest players made the top five customer service list for all broadcasters as well as for the small and medium (50-500 employees) broadcasters.

* EVS, Snell & Wilcox and Sony each appear in the top 5 lists of medium (501-1,000 employees) and large (1,000-10,000 employees) broadcasters.  All three companies also makes the top five customer service list for the overall market.  However only two of them (EVS and Sony) make the top 5 customer service list for all broadcasters.

* As mentioned above, Evertz make the most appearances in this chart (5).  In addition the of global sample, Evertz makes the top 5 customer service list for all broadcasters as well as for small and medium sized broadcasters (50-1,000 employees).   

 

 

 

 

 

* The annual Big Broadcast Survey (BBS) is the largest ever and most comprehensive studies of broadcast technology vendor brands and industry trends.  The BBS provides insight into market trends and the perceptions of leading broadcast industry vendor brands by practitioners across the world.  It also delivers vendor brand ranking in a variety of product categories; all of which can be segmented by geography and customer type.

 

  ** Respondents to the BBS were asked to rank their opinion of twenty-five broadcast technology vendor brands in a variety of categories including awareness; overall opinion; change of opinion; recommendation; and a variety of brand attributes and brand drivers such as innovation, reliability, quality and great customer service.  The responses were then aggregated into a series of industry “league tables” that rank each broadcast technology vendor brand against the metrics mentioned above.

A Ranking of Broadcast Technology Vendors for “Great Customer Service”

broadcast industry technology trends, broadcast technology market research, Broadcast Vendor Brand Research | Posted by Joe Zaller
Sep 02 2009

This is the third in a series of posts about how the brands of broadcast technology were ranked in a variety of categories in the 2009 Big Broadcast Survey (BBS), which includes responses from nearly 5,000 people in 110 countries.  (For information about how these results were collected, please see the bottom of this post)*.

In previous posts I have discussed how broadcast technology vendors were ranked by BBS respondents in terms of reliability and innovation.  This post focuses on something that all customers care about deeply — customer service. 

In order to get a true feel about what respondents think about the service offered by broadcast technology vendors, I didn’t just ask about customer service — instead I asked about “great customer service” so that I could really gauge which vendors truly deliver excellence in this area.

The vendors who were ranked in the top five for “great customer service” are shown in the table below.  In order to show geographic variation, these results are presented globally as well as regionally.

 

Please note that in all cases, these brands are shown in alphabetical order, NOT in the order of their ranking in the study

  

 Question: How would you rate [Brand X] on the following attribute [Great Customer Service] where 1 = very poor and 10 = best in the market?

GLOBAL EMEA AMERICAS ASIA PACIFIC

Evertz

EVS

Snell & Wilcox

Sony

Thomson / Grass Valley

Axon

Crispin

EVS

Snell & Wilcox

Sony

Evertz

EVS

Ross Video

Sony

Thomson / Grass Valley

EVS

Florical

Snell & Wilcox

Sony

Thomson / Grass Valley

  

On a global basis, the top five spots were taken by large and/or well-established players.  However, things were different on a regional basis.

Only two companies — EVS and Sony — managed to achieve a top 5 spot across all three regions, and unlike just about any other metric in my research, including the ones that I have discussed previously, the top five regional spots were not necessarily taken by the broadcast industry’s largest vendors.

In EMEA, four of the top five spots were taken by smaller players — Axon, Crispin, EVS and Snell & Wilcox — although the latter two are not insignificant players and are well established.

In the  Americas, strong regional players Evertz and Ross made the list along with EVS Sony and Thomson / GVG.  Interestingly, the strong showing made by Evertz in this market was enough to propel it to a top 5 spot in the global league table ranking, despite the fact that the company did not make the top 5 in either EMEA or Asia-Pacific.

In Asia, the large  and well established vendors were joined by Florical, a small US-based provider of broadcast automation.   

There are a couple of interesting take-aways from these findings. 

Although you can’t see it here (beacuse this post does not show the full league table), it’s worth noting that on an overall basis, respondents to the BBS were much stingier with their “grades” in this category compared to all the others.  Many companies received very high scores for metrics like “overall opinion,” “innovation,” “reliability” etc., but no company was ranked “off the charts” in terms of the perception of “great customer service.” 

Because of this, it’s clear to me that there is a real opportunity for vendors to step up to the plate and differentiate themselves on the basis of great customer service.  Whoever does this will be rewarded by their customers with increased loyalty.

The good news is that my research shows that a commitment to great customer service can be made by all vendors, whether they are large or small.  Indeed, a review of the rankings in the industry league table for “great customer service” shows that this can be achieved by small vendors as well as large ones.  Let’s hope that more companies make this a central part of their strategy in the future.

 

 

* Respondents to the BBS were asked to rank their opinion of twenty-five broadcast technology vendor brands in a variety of categories including awareness; overall opinion; change of opinion; recommendation; and a variety of brand attributes and brand drivers.  The responses were then aggregated into a series of industry “league tables” that rank each broadcast technology vendor brand against the metrics mentioned above.

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