Why Foxtel Won’t Exist In Five Years’ Time

Why Foxtel Won’t Exist In Five Years’ Time
SHARE
THIS



In this guest post, 40-year industry veteran, Derick Frere, who was previously recognised by B&T as one of the top 10 ‘Ad Men’ in Australia, shares a letter he sent to Rupert Murdoch that claims Foxtel won’t exist in five years time. Read his post and see if you agree.

This piece isn’t about technological change or the advance of Netflix.

It’s about how a business that is in denial about being customer focused will likely go the way of the dinosaurs if it doesn’t learn from its mistakes.

I’m a 40 year marketing and ad industry veteran so hopefully I have learned a little about the importance of customers. I’m also a Foxtel Platinum customer for about the past 20 years.

In a customer focused organisation this means I’m a valued, loyal customer. However, my experience with Foxtel leads me to believe that they see me as a valuable source of maximum revenue (and little else).

Based on my user experience I put it to the people reading B&T that Foxtel will not still be around in five years time. This is why (and what) I wrote to Rupert:

“For the last five years my Foxtel ‘Platinum’ service has been lousy at best. Nothing works properly and often doesn’t work at all.

When it is working I’ll record something on my Fox box only to have it then disappear when I want to watch it etc. etc. Basically crap and certainly nothing like what Foxtel charge me for their service.

I checked on the net and found that many hundreds of other Foxtel customers were having similar problems and were scathing in their comments on line in total frustration at their lack of success in having their issues fixed.

Stupidly (in hindsight) I thought being part of this industry and all, that I should be able to figure out how to get the problems fixed.

Here’s where the fun started.

I phoned and phoned and phoned and had endless conversations with techs in a foreign land who turned out to be poorly trained and no help at all. How many businesses are falling into this cheap outsourcing trap?

Clearly I’m a bit slow because this process took two or three years as I naively assumed that at some stage Foxtel would actually help me get what I was paying for.

However, it eventually dawned on me that my phone for help strategy was a failure so being a persistent bugger (after having been an advertising “suit” for all those years) I then started emailing for help via the Foxtel website.

Surprisingly, not a single email was ever responded to.

So, now some four years down the track my patience was starting to run a little thin so I wrote a letter (old school) to the Foxtel CEO explaining that I was a 40 year industry veteran and 20 year Platinum customer who’d been experiencing serious problems for many years without getting any real help.

Six weeks later when my letter was neither acknowledged nor responded to I wrote again. However there was still no response!

So finally (now five years down the track) I wrote to Rupert in New York “Why Foxtel won’t exist in five years time”.

This is almost the end of my user journey. The next day I was contacted by the CEO!

So my  – “contact the highest person in the company” strategy worked? Not really.

Whilst I had someone supposedly interested in my problems now many more months down the track nothing much has been accomplished.

So, I was very naive in thinking that Foxtel would look after its customers so I now think that, instead, I’ve been a unwitting participant to a dinosaur slowly moving towards extinction.

Clearly, there’s a corporate lesson about being customer focused here somewhere?

I’ve watched Vodafone and Qantas struggle with this same fairly basic marketing concept. Vodafone seem to have learned from past mistakes and have invested heavily in infrastructure to give their customers a better user experience and might even lose the tag “Vodafail’.

However, in this case, I pose the question to my industry colleagues – “Will Foxtel still be around in five years time?”

Please login with linkedin to comment

derick frere Fetch TV Napisan

Latest News

The Turning Tide Against Surveillance Capitalism
  • Opinion

The Turning Tide Against Surveillance Capitalism

In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]

Opinion

by B&T Magazine

B&T Magazine
Kim Kardashian Spruiks Cryptocurrency In Instagram Ad
  • Media
  • Technology

Kim Kardashian Spruiks Cryptocurrency In Instagram Ad

Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]

by B&T Magazine

B&T Magazine
Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose
  • Campaigns

Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose

Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]

Nine Promotes Jo Clasby To Commercial Director, Publishing
  • Marketing

Nine Promotes Jo Clasby To Commercial Director, Publishing

Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]

Mark Zuckerberg, chief executive officer of Facebook Inc., listens as Narendra Modi, India's prime minister, not pictured, speaks during a town hall meeting at Facebook headquarters in Menlo Park, California, U.S., on Sunday, Sept. 27, 2015. Prime Minister Modi plans on connecting 600,000 villages across India using fiber optic cable as part of his
  • Technology

“No F*cking Way!”: Pink Floyd Frontman Refused To Give Mark Zuckerberg Rights To Song

Roger Waters, co-founder of Pink Floyd, said he refused to give Mark Zuckerberg the rights to use hit song Another Brick in the Wall (Part Two). Waters was speaking at a pro-Julian Assange event when he said that he had been offered a “huge, huge amount of money” for the use of the 1979 hit […]

by B&T Magazine

B&T Magazine
Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign
  • Campaigns

Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign

Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins
  • Marketing

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins

Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]

Xandr Launches New Guide Exploring The Future Of Identity
  • Advertising
  • Technology

Xandr Launches New Guide Exploring The Future Of Identity

Xandr, AT&T’s advanced advertising company, today released “Shaping the Future of Identity,” an industry guide exploring the approaches for buyers and sellers, as well as market participants, as they evaluate identity solutions in preparation for a future without third-party cookies.

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client
  • Marketing

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client

Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
  • Campaigns
  • Marketing

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign

Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]