{"id":16184,"date":"2025-11-06T11:44:27","date_gmt":"2025-11-06T11:44:27","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=16184"},"modified":"2025-11-07T06:20:28","modified_gmt":"2025-11-07T06:20:28","slug":"voc-in-media-entertainment","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/in\/blog\/voc-in-media-entertainment\/","title":{"rendered":"Customer Empathy: The Key to Retaining Audiences in Media & Entertainment"},"content":{"rendered":"\n

India\u2019s media and entertainment industry is going through a profound shift. Rapid advances in technology are transforming how content is created and consumed. At the same time, shrinking audience attention spans are complicating engagement strategies.<\/p>\n\n\n\n

Every industry vertical \u2013 print, linear, digital, OTT, social media, pay TV, cinema, and online gaming \u2013 is faced with a host of challenges:<\/p>\n\n\n\n

    \n
  1. Content saturation:<\/strong> Too many channels are churning out similar content, fragmenting audience attention.<\/li>\n\n\n\n
  2. High subscriber churn:<\/strong> Poor UI\/UX and irrelevant recommendations are pushing users to leave media platforms.<\/li>\n\n\n\n
  3. Declining ad engagement:<\/strong> Limited personalisation and challenges in ROI tracking are reducing ad effectiveness. <\/li>\n\n\n\n
  4. Decline in theatre footfall:<\/strong> Issues with content quality, access, infrastructure, and even show timings are impacting cinema attendance. <\/li>\n\n\n\n
  5. Price sensitivity:<\/strong> The Indian audience\u2019s high cost-consciousness puts a ceiling on subscription and ticket pricing. <\/li>\n<\/ol>\n\n\n\n

    Remaining profitable in this challenging landscape requires a keen sense of empathy. When you deeply understand your audience\u2019s preferences, motivations, and expectations, you\u2019re better able to design exceptional experiences that differentiate your brand. <\/p>\n\n\n\n

    The question you want to ask is \u201cwhy\u201d. Why do subscribers opt out of a service? Why aren\u2019t more people coming to theatres to watch movies? Why is a particular type of content preferred over others?<\/p>\n\n\n\n

    The insights lie in customer feedback which you\u2019re probably capturing on a regular basis. But are you looking beyond surface-level insights such as NPS and CSAT scores? Without analysing unstructured feedback, you could end up applying generic solutions that don\u2019t really address individual customer needs. A <\/strong>one-size-fits-all approach is the shortest path to a bad customer experience. Today, hyper-personalisation is key.<\/p>\n\n\n\n

    It\u2019s all about the customer<\/h2>\n\n\n\n

    To demonstrate empathy, start by understanding what your customer says, thinks, feels, and does. Here are some practical strategies to learn more about your customers. You can use them to address the five challenges mentioned at the start of this article: <\/p>\n\n\n\n

      \n
    1. Challenge: <\/strong>Content saturation
      Solution<\/strong>: Leverage social listening and feedback loops to identify what\u2019s resonating with audiences, vs. what\u2019s being ignored.<\/li>\n\n\n\n
    2. Challenge: <\/strong>High subscriber churn
      Solution<\/strong>: Capture exit feedback to understand why subscribers leave. Use churn analytics to determine drivers of dissatisfaction.<\/li>\n\n\n\n
    3. Challenge: <\/strong>Declining ad engagement
      Solution<\/strong>: Collect viewer sentiment data on ad load time, formats, and recall.<\/li>\n\n\n\n
    4. Challenge: <\/strong>Decline in theatre footfall
      Solution<\/strong>: Run exit polls, and capture food and beverage (F&B) feedback to analyse audience likes and dislikes. Review loyalty programs to discover which incentives or rewards resonate with frequent customers. Redesign seating, menus, and premium formats (IMAX, recliners) to align with customer preferences.<\/li>\n\n\n\n
    5. Challenge: <\/strong>Price sensitivity
      Solution:<\/strong> Gather feedback on willingness-to-pay. Explore personalised pricing and bundles to boost customer loyalty.<\/li>\n<\/ol>\n\n\n\n

      Harnessing customer feedback<\/h2>\n\n\n\n

      By systematically capturing customer feedback, you can spot unmet needs, and identify opportunities to create more engaging content. <\/p>\n\n\n\n

      Customer feedback can be categorised as follows,<\/p>\n\n\n\n

        \n
      1. Direct feedback<\/strong> refers to responses that are directly solicited from customers, usually through a survey.<\/li>\n\n\n\n
      2. Indirect feedback<\/strong> refers to unsolicited customer responses from various channels (e.g., comments provided during a phone call, email suggestions, and social media feedback).<\/li>\n\n\n\n
      3. Inferred feedback<\/strong> refers to insights drawn from customer behaviours over a period of time. For instance, if a customer who used to raise issues every second week has suddenly gone silent, it could indicate a risk of churn.<\/li>\n<\/ol>\n\n\n\n

        Along with customer feedback, many companies also have subscription data, chat transcripts, clickstream activity, transaction histories, and more. All of this data contains a wealth of customer insights that can be used to improve audience engagement.\u00a0<\/p>\n\n\n\n

        The problem is that much of the data remains locked in departmental and functional silos, unable to be put to good use. It\u2019s a classic case of \u201cwater, water everywhere, but not a drop to drink.\u201d<\/p>\n\n\n\n

        Today, only 18% of media and entertainment companies have fully integrated their data in a single system<\/a>. It\u2019s time to close that gap. Data unification is critical to understanding customer personas, and driving informed action across the customer journey.<\/p>\n\n\n\n

        Salesforce deepens customer understanding with CRM + Data + AI + Trust<\/h2>\n\n\n\n

        Salesforce empowers media and entertainment companies with all the tools and data needed to demonstrate customer empathy at scale.<\/p>\n\n\n\n

        \"\"\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
        Empathy map powered by Salesforce solutions<\/figcaption><\/figure>\n\n\n\n

        With Data Cloud<\/a>, you can connect and harmonise data from multiple sources and systems across the enterprise. This gives teams a single, unified customer view. The best part is that once your data is in Salesforce, it’s activated across all our processes and applications.Any form of data \u2013 structured, unstructured, documents, audio files, chat transcripts, and emails \u2013 can be unified through Data Cloud. You can then use our built-in AI models and Prompt Builder<\/a> to generate rich insights on key customer themes, trends, and sentiments.<\/p>\n\n\n\n

        \"\"\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
        Ingestion, harmonisation and activation of data using Data Cloud<\/figcaption><\/figure>\n\n\n\n

        Turning data into strategic action<\/h2>\n\n\n\n

        Once you\u2019ve connected all your data, Tableau<\/a> helps you visualise and analyse it clearly. With a few simple clicks, strategy teams can  uncover the obvious and hidden reasons for positive and negative customer experiences.<\/p>\n\n\n\n

        \"\"\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
        Tableau dashboard with VoC trends<\/figcaption><\/figure>\n\n\n\n

        Hyper-personalising marketing<\/h2>\n\n\n\n

        Marketing teams can use the same AI-generated customer insights, with readily identified positive and negative CX drivers, to hyper-personalise customer engagement on Marketing Cloud<\/a>. 
        With Einstein, teams can instantly create precise target groups and audience segments using natural language such as, \u201cAll subscribers who enjoy our content recommendations, haven\u2019t raised a case in the last month, and live in New Delhi.\u2019<\/em>\u201d<\/p>\n\n\n\n

        \"\"\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
        Einstein segmentation on VoC data using natural language<\/figcaption><\/figure>\n\n\n\n

        Turning contact centres into profit centres with Agentforce<\/h2>\n\n\n\n

        At contact centres, customer insights can be turned into actions that improve customer experiences. <\/p>\n\n\n\n

        Agentforce<\/a> \u2013 an agentic layer built on Salesforce unified platform \u2013 can autonomously engage with customers or subscribers on any channel ranging from email, to WhatsApp, to chat. Not only do these AI agents ease contact centre workloads \u2013 they also leverage key customer insights to cross-sell and upsell services. For instance, they might upsell a higher subscription plan for OTTs; or, cross-sell food and beverage options for cinema theatres.<\/p>\n\n\n\n

        The AI agents can even assist contact centre reps by suggesting next best actions based on the customer\u2019s experiential, demographic, and transactional data.<\/p>\n\n\n\n

        Final thoughts<\/h2>\n\n\n\n

        Building a comprehensive voice of the customer (VoC) program is crucial for media and entertainment companies to understand customers deeply, and hyper-personalise experiences. Data + AI + CRM +Trust is the mantra to drive this kind of empathetic action at scale.<\/p>\n\n\n\n

        With unified audience profiles and trusted AI, your teams can understand customers better, engage them at every touchpoint, and deliver personalized support at scale \u2014 all with the right insights in the flow of work.<\/p>\n\n\n\n

        \n
        Learn more<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

        Learn how to understand audiences better, and win their loyalty with data, AI, CRM and trust<\/p>\n","protected":false},"author":736,"featured_media":16185,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"690075e6f0ec437dfd3f18c9","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[1049,796,556],"sf_content_type":[],"coauthors":[1188],"class_list":["post-16184","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-data","sf_topic-customer-relationships","sf_topic-artificial-intelligence"],"yoast_head":"\nCustomer Empathy: The Key to Retaining Audiences in Media & Entertainment - Salesforce<\/title>\n<meta name=\"description\" content=\"Learn how to understand audiences better, and win their loyalty with data, AI, CRM and trust\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/in\/blog\/voc-in-media-entertainment\/\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer Empathy: The Key to Retaining Audiences in Media & Entertainment\" \/>\n<meta property=\"og:description\" content=\"Learn how to understand audiences better, and win their loyalty with data, AI, CRM and trust\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/in\/blog\/voc-in-media-entertainment\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2025-11-06T11:44:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-07T06:20:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/uploads\/sites\/9\/2025\/11\/Customer-retention-in-media.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1500\" \/>\n\t<meta property=\"og:image:height\" content=\"844\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Rachit Mathur\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Rachit Mathur\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.salesforce.com\/in\/blog\/voc-in-media-entertainment\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/in\/blog\/voc-in-media-entertainment\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/in\/blog\/#\/schema\/person\/image\/67a00208365e4d9f2cc8058a7f11dd5a\"}],\"headline\":\"Customer Empathy: The Key to Retaining Audiences in Media & Entertainment\",\"datePublished\":\"2025-11-06T11:44:27+00:00\",\"dateModified\":\"2025-11-07T06:20:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/in\/blog\/voc-in-media-entertainment\/\"},\"wordCount\":1117,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/in\/blog\/voc-in-media-entertainment\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/uploads\/sites\/9\/2025\/11\/Customer-retention-in-media.jpg\",\"inLanguage\":\"en-IN\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.salesforce.com\/in\/blog\/voc-in-media-entertainment\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/in\/blog\/voc-in-media-entertainment\/\",\"url\":\"https:\/\/www.salesforce.com\/in\/blog\/voc-in-media-entertainment\/\",\"name\":\"Customer Empathy: The Key to Retaining Audiences in Media & Entertainment - 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