What we found
We investigated how satisfied customers were with their journey across voice and messaging. Here’s what we found:
Satisfaction with the customer journey
Satisfied
Neutral
Dissatisfied
What do customers want?
When we asked customers to imagine their ideal future experiences with us, three things emerged:
Full-service experience
Prefer speaking to an empathetic advisor
Want tailored recommendations and feel listened to
Value a personalised service that ensures everyone gets the right outcome
Outcome focused
Just want a good deal without friction or hidden costs
Less concerned with the channel (phone or online)
More likely to switch providers to get the best deal
Self servers
Strong preference for managing everything online
Avoids speaking to advisors but still expects the best deals
Need reassurance that they’re not missing out by self-serving
What unites them?
Despite their different preferences, every customer wanted the same three things from us:
Offer real value
They want the best of what they need at a fair price
I matter
To feel appreciated, recognised, and valued for choosing us
Make life easy
Simple, seamless journeys with less friction and effort
The Customer Pillars
Let’s remind ourselves of the three Customer Pillars and what we can do:
Focus on value
Don’t just talk price. Customers see value as more than just cost, it’s about what they get for their money. Help them see the bigger picture
Show you care
Step into the customer’s shoes. Listen with empathy, understand their situation, and treat them as individuals
Make it easy
Own the issue. Make every effort to resolve it first time — clearly, simply, and with confidence
Next, let’s explore each pillar in more detail.
When customers make changes to their package — especially upgrades — they’re more likely to feel they’re getting good value for money and feel more valued by us, compared to those who make no changes or cancel a product.
“The price offered felt like good value for money.”
Source: CSG Insight leave/stay/downgrade survey, Jan 2025, n=2.9k
Source: CSG Insight leave/stay/downgrade survey, Jan 2025, n=2.9k
Package includes things I don’t need
“I feel tied into Sky – there are so many things you have to pay for that are linked. I am paying for HD even though I might not want it. I have to pay for broadband boost – surely my provider should be able to provide a service that does not require boosting. I am signed up for packages I don’t really understand.”
Package doesn’t meet needs
“Prices are going up, content of what I wish to watch is going down – no England cricket/Euro football…Sky Broadband speeds to our house are slow and interfere with streaming other programmes.”
Group discussion
What could you do for your customer to add value to their experience?
Going the extra mile
Customers want to feel that we genuinely care whether they stay with us. That means showing empathy, making an effort to understand their situation, and going the extra mile to find a solution that works for them.
But right now, around 1 in 3 customers feel like we didn’t try hard enough to keep them.
“How much effort did the advisor make to keep you?”
Advisor tried the right amount
Advisor tried too hard
Advisor didn’t try hard enough
Source: CSG Insight leave/stay/downgrade survey, Jan 2025, n=2.9k
Understanding their needs
Customers are happier when they feel understood — when the person they’re talking to listens, gets to know what matters to them, and builds a package that fits their individual needs.
Advisor tried to find a package/deal tailored to my needs
Source: CSG Insight leave/stay/downgrade survey, Jan 2025, n=2.9k
Strongly agree
Somewhat agree
Unsure
Somewhat disagree
Strongly disagree
Strongly agree
Somewhat agree
Unsure
Somewhat disagree
Strongly disagree
Strongly agree
Somewhat agree
Unsure
Somewhat disagree
Strongly disagree
Step into their shoes
Take time to understand their perspective and what matters most to them
Make it personal
When we treat customers as individuals, they feel valued. Customers are more likely to stay — or even buy more — when they feel like we’re genuinely on their side
Say it out loud
Empathy isn’t just felt — it’s spoken. Use simple, sincere phrases like:
“I understand.”
“I hear what you’re saying.”
“I get where you’re coming from.”
What can we do during conversations to show we care and genuinely appreciate them choosing us?
Let’s hear from a customer about their recent experience with us:
How do you think this customer is feeling?
What could the advisor have done differently?
How would you respond to make the customer feel heard, valued, and supported?
Satisfaction by ease of journey
Customers are far more satisfied when their journey feels easy.
When the change/save/leave experience is very easy, 89% of customers are satisfied overall.
But when the experience feels very difficult, only 4% are satisfied.
Very easy
Quite easy
Neutral
Quite difficult
Very difficult
Very easy
Quite easy
Neutral
Quite difficult
Very difficult
Very easy
Quite easy
Neutral
Quite difficult
Very difficult
Too many steps to reach a resolution
Customers want to sort things in one go. Having to get in touch multiple times adds stress and effort
Lengthy, difficult interactions
Whether on a call or chat, long conversations or being passed between advisors creates frustration
Issues with the next bill
While less common, billing errors after a change can undo a good experience and cause further dissatisfaction
Group discussion
What actions could you take to make your customer’s journey feel smoother, simpler, and more supported?
Too many steps to reach a resolution
Take full ownership of the query where possible
Avoid unnecessary transfers
If a transfer is needed, ensure it's to the right team with clear context
Aim to resolve the issue in the first interaction
Lengthy, difficult interactions
Set clear expectations on how long the conversation might take
Stay focused on the issue. Avoid going off track
Clarify what the customer really wants before suggesting solutions
Keep explanations clear and simple
Issues with the next bill
Explain any billing changes clearly before ending the call or chat
Walk the customer through what they can expect and when
Let them know where to check or track updates (for example, the My Sky app)
Set expectations around one-off charges or pro-rata adjustments
Focus on value
Don’t focus just on price. Price and value aren’t the same thing to customers. Yes, we sometimes adjust the price of our packages — but what really matters is showing the value behind the cost
Focus on what’s right for the customer and explain why. Personalise the benefits and highlight added value like Sky VIP rewards to help customers feel good about their choices
Show you care
Step into their shoes. Take time to understand their perspective and what matters most to them
Make it personal. When we treat customers as individuals, they feel valued. Customers are more likely to stay — or even buy more — when they feel like we’re genuinely on their side
Say it out loud. Empathy isn’t just felt — it’s spoken. Use simple, sincere phrases like:“I understand.”“I hear what you’re saying.”“I get where you’re coming from.”
Make it easy
Own the query. Take full responsibility for resolving the customers issue first time
Minimise transfers. If a transfer is necessary, make sure it's the right one and brief the next advisor if possible
Do the legwork. The more effort we make, the easier it feels for the customer
Tailor your solution. Take time to get to know your customer and match the outcome to their needs
What will you say to reassure the customer that you’re listening, you understand, and you’re focused on getting it right for them?
