I suspect that I am the type of customer that Sky loves to have on its books. As a subscriber of almost 15 years, I have not once reviewed my subscription package and only once required a new box (which I was happy to set up myself). I am truly low maintenance and must be highly profitable. Better still, by securing my payment through direct debit, Sky has been able to pass through a number of small incremental price increases without me really noticing.
There are not many businesses that secure long-term profitable customers like this who pay them on time every month. It’s a killer business model.
The good news for Sky is that I am about to become an even more profitable customer.
After years resisting the temptation of a Sky+ box, I have finally succumbed to an upgrade. I have been tempted not only by the hugely impactful Sky marketing efforts, but by the fact that I have recently bought a new television.
“I love Sky and I forgive it almost anything. What a brand. And what a business.”
I am now the proud owner of a fantastic new 40inch HD model and it seems inappropriate to partner it with my outdated Sky digibox. Lured by the current promotional Sky campaign offering a new HD box with HD movies package, I have decided to upgrade in time for Christmas – just as the advertising suggested.
I sign up online. After all there is no need for a visit to the high street or a member of sales staff to get me over the line. Yet another reason why the Sky business model is so genius. On placing my order, I note the smallprint stating that Sky cannot guarantee installation before Christmas, but that it will keep me updated.
I am not really bothered about whether or not I have my new toy for Christmas, but slightly surprised to receive an order confirmation email from Sky advising that due to unprecedented demand, the latest delivery timing is more like three months than three weeks. I feel a slight sense of injustice and for a moment consider cancelling my order in protest. But then again this is Sky. I love Sky and I forgive it almost anything. What a brand. And what a business.