A review of customer value to Dstv customers through outsourced installer companies

Abstract

The purpose of this Consultancy report is to provide the client, MultiChoice Field Services, insights on the customer feedback they have received. This study aims to affirm or dispute the main problem through detailed analysis of related sub-problems and provide feedback in the form of recommendations. The main problem relates to Dstv customer’s dissatisfaction with the work done by Dstv installers which has resulted in unexpectedly high Dstv maintenance costs. This key issue has been analysis in the form of; understanding Dstv customer value(s), analysis of current outsourcing business model and identify opportunities to innovate with MultiChoice being a dominant firm. This qualitative research approach is designed to make use of focussed Dstv customer interviews to better understand identified problems. The primary data obtained from this inductive research process will address the main problem. The secondary research data will provide further insights in understanding other potential problems and collectively aid comprehensive recommendations to MultiChoice. The results of this study have identified rich secondary research information and unravels actual and core problems further than what was initially identified. Some key findings relate to how dominants firms can re-assert their market dominance through leveraging of technology and finding alternative outsourcing models. This study interprets the underlying theme relating to customer’s being happy to spend more for what they perceive as value. Therefore, recommendations provided to MultiChoice are based on what the customer wants that provides entertainment value.