Digital power predictions

While wholeheartedly agreeing with many of the points raised in Rob Furber’s “Well Connected” article last week, I believe that he missed a key issue – the impact of digital TV.

There are already over 3 million homes in the UK with Internet access at home. By the time all terrestrial analogue television is switched off around 2010, even those who have resisted the lure of the Internet will be offered a whole range of products and services via their TV, all requiring customer service support.

However, customer contact centres are already in crisis with low morale, a constant churn of staff and complaints about levels of service. I don’t believe agents will be able to handle the extra demand digital TV will create without radical action being taken – but the answer is not just to step up the recruitment drive.

In order to gear up for this significant addition to customer communication channels, businesses need to try and predict how the extra demand will impact on their already over-stretched customer service operations.

If businesses don’t use strategic modelling tools to start planning for the future now, the outlook for effective customer service looks very bleak indeed.

Gerry Moxham

Business development manager

TC Group

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here