For three interns with no previous experience within the cable industry, it was a significant undertaking to understand the problem space and come up with a specific solution. First, we sent out an experience survey to over 200 actual cable and internet subscribers to understand their pain points. In one key question, we asked participants how they'd describe the cable industry in three words— the resulting word cloud is shown below:
While expensive was the most common word, a lot of the negative terms used to describe cable are about industry perception rather than cable experience. Further investigation revealed there was also a big satisfaction disparity between people in rural and urban locations. Those in rural locations identified internet speeds, choice, and price as their biggest pain points, while those in urban location were generally happy with their cable and internet experience.
"While cable coverage is great, there is limited internet packages in our area. I called... I was informed that I have the highest internet speed available in my area. With two kids always on phones, Netflix and video games our internet wifi gets bogged down" (survey participant)
In parallel with our customer research, we also looked internally to see what experts in the industry believed the cable's biggest problems were. The SME's we interviewed included Senior Directors, Vice Presidents, and even an Executive Vice President. These conversations helped us develop our understanding of the cable industry, the breadth in problem spaces that we could look into, and a general idea of Spectrum's future strategies.