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2014 us cable industry brand Vulnerability Study

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Brand Vulnerability Overview

What is Brand Vulnerability?

Brand Vulnerability is a measure of a brands’ level of risk for increased customer attrition, decreased acquisition
effectiveness, and the associated financial loss based on an analysis of the frequency, impact, and uniqueness of the
frustrations its current customers experience.
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How does understanding Brand Vulnerability drive value?

Brand Vulnerability is a very powerful tool for businesses looking for actionable brand / marketing insights into their brands’ current risks and competitors’ key vulnerabilities. It is uniquely valuable in that it:

  • Identifies immediate competitive vulnerabilities on which a brand / business can capitalize, particularly as a challenger brand
  • Enables quantification of the impact of the vulnerabilities in financial terms, articulating what the business risk will be if these vulnerabilities are not addressed
  • Ultimately, understanding Brand Vulnerability enables brands to mitigate competitive risk and the likelihood of customer attrition immediately and efficiently by helping to prioritize resources to address their specific areas of vulnerability.

 

CABLE INDUSTRY BRAND VULNERABILITY STUDY METHODOLOGY

The 2014 Cable Industry Brand Vulnerability Study examines the Top 5 cable companies in the US based on a survey of 3,038 existing and former customers.

The Study measures the frustrations of existing customers of the Top 5 US cable providers and quantifies the projected impact of their vulnerabilities on anticipated customer switching and cord cutting behavior over the next 12 months.

 

The cable companies profiled include:

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Overview of Key Findings

Based on the results of the Brand Vulnerability Study, the top 5 US cable providers are projected to lose a combined $6.9 billion in revenues over the next 12 months if existing customer frustrations are not addressed. Of the top 5 US cable providers, Comcast & Time Warner have both the highest levels of brand vulnerability and the most revenues at risk over the next 12 months.

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REVEALING STATISTICS ON THE DEPTH OF CUSTOMER FRUSTRATION

Overall, customers are frustrated with their Cable Providers.

The study reveals some startling statistics:

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HIGHEST LEVELS OF CONSUMER FRUSTRATION AND BRAND VULNERABILITY

The levels of Brand Vulnerability and customer frustration in the cable industry are significantly
higher than other categories/industries.

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The US cable industry’s Brand Vulnerability is a full 50-70% higher than other industries we’ve examined,
like Retail Banking, where customer frustration levels are known to be high.

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