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CharterValue Storyboard 01.5 041802
-This document provides visual storyboards for pre-production approval of animated
portions of the course. The storyboard sketches are accompanied by pictures from the
Charter Library to show components planned for use in building the animations.
Static (non-animated) graphics are not storyboarded here; they will be built in the course
as outlined in the written descriptions.
The Value Advantage
Course Splash Page Animation
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Cover image from comic book, similar to splash page for Pipeline course.
Title is revealed: [ The Value Advantage]. Bullet points appear:
[ - The Value Advantage
- Your Role in Communicating Value
- Mastery Questions]
Narrator:
1
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Welcome to The Value Advantage course online! In the first part of this course, you’ll
discover the Value Advantage of Charter Digital Cable. Next, you’ll explore your role in
communicating the Value Advantage to your customers. Finally, you’ll explore a series of
Mastery Questions.
Lesson 1: The Value Advantage
Lesson Overview
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Template #1
Image: (Charter Employees) World of the CSR.gif - A picture of a bank of CSR’s doing
their job.
In this course, you will learn to recognize the value of Charter Digital Cable, and how to
communicate the benefits of Value Packaging to our customers. When you can describe the
value of our products, you are more likely to provide customers with specific reasons to
subscribe to Charter Digital Cable.
The first topic covered is the perception of value from the customer’s viewpoint. Many
customers have subscribed to Charter Digital Cable with an extended promotional discount.
Weeks or months later, the customer receives a bill and the special offer has expired. The
cost has increased significantly. Since they have been paying the discounted rate for so
long, it’s easy for them to forget that the price was initially discounted.
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Image: Homer on the phone, and very unhappy with his service. If this is animated, maybe
a series of curse word symbols emanating from Homer and the CSR politely
acknowledging (I understand, I’d be happy to help you with that.
[Is There Another Way?]
2
090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc
(Pilar the C helping…) csr training handling harassment can you change Pilar’s bubble
to say “I can help you with that” ?
#2
Narrator: Customers often make a cancellation call shortly after theeir introductory pricing
expires and regular monthly charges begin. One of the first things the customer may say to
the CSR is “Charter Digital Cable isn’t worth that much to me!”
It’s pretty easy to agree with them and to simply cancel their service. After all, the
customer is always right. Right? Take a moment to think about it. Is there another way to
handle this situation?
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#3
Image: (Events) Keep on truckin’ gif - A Charter truck on the road again
[Try a Different Approach]
Narrator: When you cancel the service without attempting to retain the customer, we lose a
regular source of revenue, and we incur considerable costs to complete the disconnect. In
addition, the customer loses a convenient source of news, education and entertainment.
3
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Let’s try a different approach. When you describe the value of Charter Digital Cable to the
customer, they might choose to keep their service. On the other hand, if you don’t make the
attempt, there’s no chance to retain their business.
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Image: This is a split image; the first one is titled [Cellular Phones] and the second one
titled [Charter Digital Cable]
The first image is Homer on the cell phone and these benefits appear: [Security],
[Convenience], [Enhanced Communication]
The second image is Omar the CSR at his workstation and these benefits appear: [More
Variety], [Save Money], [Manage Time], [State-of-the-art Technology]
(Omar Typing)
#4
Narrator: Take a moment to think about cellular phones. Do you see ads where they are
marketed as just phones? Or do you see ads where they are marketed as security,
convenience, and ways to enhance communication? Similarly, Charter Digital Cable offers
value based on what it provides our customers. It’s not just digital cable; it’s high-quality,
state-of-the-art entertainment technology; it’s more programming variety to cater to the
customer’s individual interests; it’s a way to streamline their budget through significant
savings.
4
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#5
Image: a customer speaking to Pilar the CSR
[Reconsider]
Narrator: When you are able to explain to customers the advantages that Charter Digital
Cable offers them personally, they will often reconsider and retain their service.
Topic 1: The Perception of Value
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Image: Use Homer, have the math figure out beside him, then add Freddie and let the math
unfold as indicated in the narration. I would use $7 as an individual ticket price and $5 for
the concession items for one person.
#1
Homer says Sheesh Freddy points right
Image: Use Homer, have the math figure out beside him, then add Freddie and let the math
unfold as indicated in the narration. I would use $7 as an individual ticket price and $5 for
the concession items for one person.
5
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Narrator: Think about the last time you went to the movies. On a piece of paper, jot down
the price of admission and the cost of concession items for yourself. Now multiply that
number by two, since you’ve also treated a friend to the show. That’s a considerable
amount of money for two hour’s worth of entertainment.
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#2
Image: Homer, Wilma, Danielle and Sam with the whopping total of $48 dollars next to
them.
Narrator: Take it a step further. Imagine you had a family of four. Yikes! That can be quite
a large amount of money for two hours of entertainment. In addition, that dollar amount
doesn’t include the cost of gas or the time spent driving and waiting in lines to buy your
tickets and concession items.
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#3
Image: the family of four enjoys Charter Digital Cable in the homestead.
[Better Value]
Narrator: In summary, for a family of four it’s about forty or fifty dollars for two hours of
entertainment at the local movie theater. Charter Digital MVP Plus provides a family with
movies that start about every half hour, are available twenty-four hours a day, seven days a
week, and includes weekly premiers. In addition, the family has the convenience of
watching a movie in the comfort of their own home. For a price less than taking the family
to two movies a month, it’s obvious that Charter Digital MVP Plus is the better value.
Don’t you think the customer would agree?
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#4
Image: A picture of Omar speaking to a customer.
Narrator: Here’s another example. Maybe a customer is interested in sports. Compare the
cost of a season pass with Charter Digital Cable’s monthly rate. Charter Digital Cable
includes access to plenty of sporting events without the inconvenience of traffic, parking,
and uncomfortable seating.
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#5
Image: Pilar and the meaning of Charter Digital Cable above her. [More Variety], [Save
Money], [Manage Time], [State-of-the-art Technology]
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Narrator: Each of these benefits can only begin to describe the value of Charter Digital
Cable to our customers.
Customers become concerned when they don’t believe they are getting their money’s worth
from a product or service. That’s why they make the call to cancel service. They often
perceive Charter Digital Cable as simply “television with perks”. We have an opportunity
to redefine the customer’s perception of the product’s value. It’s not just Charter Digital
Cable; it’s added convenience, savings, and so much more.
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#6
Image: (Customers) Homer on cell phone.gif - Homer on
the phone and the word bubble [What’s in it for me?]
Narrator: The goal is to alter the customer’s perception of
Charter Digital Cable’s value by showing how it is relevant
to the customer’s preferences. When you understand the
customer’s viewing preferences, you can address his or her
concerns more effectively. The customer is most interested
in answering the question “What’s in it for me?”
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#7
Image: Omar the CSR speaking to a customer. Add a caption [Making Charter Digital
Cable Relevant]
Narrator: How do you make Charter Digital Cable relevant to the customer’?
By discussing value using a concept every customer understands: getting their money’s
worth. First, determine your customer’s needs, interests, or desires. Then, demonstrate how
Charter Digital Cable satisfies those needs, interests, or desires in a more convenient and
cost effective manner than other alternatives.
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#8
Image: The family of four from template #2 on the left and Omar from template #7 on the
right. These bullet points appear [Experiences], [Convenience], [Savings].
H the H is surprised, Wife Wilma stands with purse, Daughter D, Son Sam is pointing
Right, Omar Typing,
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Narrator: The first example showed that Charter Digital Cable provides a family with more
entertainment value, in the comfort of their own home, than spending a few hours at the
movie theater. The second example compared the price of attending a few sporting events
with the price of many more sporting events available on Charter Digital Cable. These
examples use the idea of better experiences, added convenience and savings to demonstrate
the increased value of Charter Digital Cable.
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#9
Image: Pilar taking a call from Homer. Animation will occur by clicking on Pilar.
(Homer on Cell Phone) (Pilar the C helping…)
Narrator: Pilar the CSR is taking a call from Homer the homeowner. Homer mentions he
would rather spend his money elsewhere, like on CD’s. Can you think of a value statement
that might help him reconsider his decision to cancel Charter Digital Cable? Click on the
image of Pilar the CSR to see how she responds.
Pilar: “Homer, for the about the price of four CD’s a month, Charter Digital Cable gives
you 24-hour access to a variety of DJ-free and commercial-free, CD-quality music. Just
think of all the other programming channels, including the music video channels, as a
bonus!”
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#10
Image: Pilar and Homer happy.
Narrator: Pilar knows that customers want value. The best way to demonstrate the value of
Charter Digital Cable is through the use of comparisons important to the customer. Pilar’s
comparison helps Homer understand the amount of money he saves by keeping and using
our product. Her comparison is effective because it presents Charter Digital Cable in a way
that is meaningful and relevant to Homer.
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#11
Image: (Charter Employees) World of the CSR.gif - the CSR phone bank.
Narrator: The next time you take a call from a customer who wishes to cancel service; you
may be able to change his or her mind. You can do this by stressing the value that Charter
Digital Cable offers relative to the customer’s particular interests and desires. Remember to
emphasize improved entertainment experiences, added convenience, and the amount of
money the customer can save by choosing Charter Digital Cable.
Topic 2: The Digital Value Advantage
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#1
Image: (Customers) Homer with his remote and a question mark above his head.
(H the H is puzzled) (Homer says Sheesh)
Narrator: Have you ever discovered a new feature of a product you had owned for some
time? For example, maybe you’ve discovered a secret pocket in a coat or a feature on your
car radio you never knew existed. It’s amazing how many times people don’t realize the
full capabilities of products they own.
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#2
Image: (Advantages) Touching the Service Touchpoints.gif - Use the pic where Homer’s in
the center and the two Charter employees flank him. Employees have an exclamation point
above their head.
Narrator: The same holds true for Charter Digital Cable. Do your customers know the
major benefits of Charter Digital Cable? Do they understand the degree of control they
have to customize their program guide to meet their specific needs? Explaining benefits to
customers could mean the difference between canceling and retaining their service. It’s
important to stress the relevant benefits of Charter Digital Cable so customers will
recognize the extent of the value they’re receiving.
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#3
Image: title [Charter Digital Cable is…digital] pic of the generic cable on the easel on the
stage.
Narrator: Charter Digital Cable gives the customer a crisper, clearer picture and better
sound quality than traditional analog cable. So, what else does Charter Digital Cable offer
customers?
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#4
Image: title [Basic Digital Channels] Homer sitting in front of the TV.
Narrator: Charter Digital Cable provides our subscribers with more choices to cater to their
individual interests. These include local channels, too. Customers can enjoy expanded
sports choices, commercial- and DJ-free music channels and multiple movie channels.
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Image: (Charter Employees) Terry the Teachin’ Tech.gif - title [Interactive Guide] Terry
the tech next to the TV with the channel guide on screen. The learner must click on the TV
to make a bulleted list appear [Channel Surf Without Program Interruption], [Set Program
Reminders], [Search by Time and Category], [Lock Out Programs], [Lock In Favorite
Channels]
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#5
Narrator: With all these new entertainment
channels, customers need an easy-to-learn
method of navigating Charter Digital Cable.
Customers simply have to point, select, and
click. Click on the television to learn what
the customer can do with the Interactive
Guide.
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#6
Image: (Features and Technologies) Video
On Demand.gif - title [Expanded Pay-Per-
View] Homer watching a movie.
Narration: Is your customer in the mood for a movie, but doesn’t feel like driving to the
theatre or the video store? With Video on Demand, customers have access to hundreds of
movies right at their fingertips! No late fees, no returns and the title can be viewed over
and over again until the next day. Or, do your customers want to watch that special music
or sporting event? With iNDemand, customers can enjoy Pay-Per-View sporting events,
concerts and movies that are only a click away.
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#7
Image: (Features and Technologies) Homer Enjoys Charter Digital Cable on His TV.gif -
title [More Premium Channels] Homer watching a cowboy on his TV
With a premium digital service, customers get multiple screens of their favorite movie
channels like HBO, Showtime, Cinemax, The Movie Channel and Starz Encore. This gives
them more movie variety, not duplication. On average, there’s a new movie starting about
every half hour.
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#8
Image: title [CD-Quality Music] use the party pic and replace the words on the banner with
the title
Narrator: Charter Digital Cable is a passport to a world of entertainment, including
commercial-free, CD quality music. Customers can choose between rock, jazz, gospel,
country music and more, 24 hours a day.
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Image: title [Value Packages] Omar the CSR playing Vanna White. Each Value Package
appears, [Charter Digital Leadership Plus], [Charter Digital Leadership], [Charter Digital
MVP Plus], [Charter Digital MVP], [Charter Digital Select], and [Charter Digital Complete
Basic].
O the C pointing up and left
#9
Narrator: The packages listed here are representative of
the value packages available to customers. Additional
value packages may be available in your area. Each one
includes Charter Digital Cable, expanded basic channels,
local channels, music channels, and the interactive guide.
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#10
Image: Pilar the CSR talking to a consumer. Title [Educate the Customer]
Narrator: Remember, your product isn’t just Charter Digital Cable; it’s additional
convenience, variety and a superior entertainment experience without late-fees and long
lines. In addition, Charter Digital Cable has many features like digital quality picture and
sound, and an easy to use program guide, designed to provide your customers the most
value for their money.
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Topic 3: The Value Packaging Advantage
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#1
Image: Same as template #1 this time Homer has asked a silent question [“What’s the
difference between a temporary discount price and the Digital Value Packages?”] Omar’s
response is triggered when the learner clicks on him as indicated by the instructions.
Narrator: While you are promoting value, a customer may ask a question like Homer’s.
Click on Omar the CSR for the answer.
Omar: “Promotional pricing campaigns offer initial savings. They provide a short-term
incentive or reward for you to experience the rich world of Charter Digital Cable. Digital
Value Packages, on the other hand, provide a discount over the cost of purchasing separate
services.”
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#2
Image: Expand on Omar and have these benefits appear [Multiple Package Choices],
[Consistent Billing]
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Narrator: When you describe the benefits of Digital Value Packages, you can help
customers determine which Value Package best fit the needs of their household. You can
also reassure them that the package price they pay each month will remain consistent.
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#3
Image: Same as template #2 another benefit appears [Great Savings]
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Narrator: The Digital Value Packages also provide great savings. Customers save money
when purchasing Digital Value Packages compared to separately purchasing each service
included in the package
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#4
Image: the Charter Digital Cable family, Omar, Pilar, Terry, and Teresa.
Narrator: Customers aren’t the only ones who benefit with Value Packages. You do, too.
By providing consistent packages, you don’t have to keep up with regularly changing
promotions. These packages remain the same all year around. You can quickly learn the
contents and prices of each value package so that you’ll be able to help customers make an
informed decision.
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#5 graphic: If Pilar is providing customer satisfaction, customer should not be irate.
Image:
[Increased Customer Satisfaction]
Narrator: Value packages can also increase customer satisfaction. For example, you might
encounter a customer that has Charter Digital Basic and an Internet connection with
another provider. Together, the total bill might be more than a hundred dollars a month. By
offering the Digital Leadership Plus Package, you can save the customer money AND
provide all the movie channels Charter Digital Cable offers!
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Image: Easel on a stage; bullets appear [Digital Leadership Plus], [Digital Leadership],
[Digital MVP Plus], [Digital MVP], [Digital Select], [Digital Complete
Basic]
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#6
Narrator: The customer can choose from several Digital Value packages. In most cases
these packages cost less than they would at the a la carte rate.
cv-10307
Image: a TV and Computer. The learner clicks on the TV to reveal [Basic Digital
Channels], [Interactive Guide], [Digital Music Channels], [Multiple screens of HBO,
Cinemax, The Movie Channel and Showtime] [All Starz Encore Channels (Digital
Leadership Plus only)]. The learner then clicks on the computer to reveal [Charter
Pipeline®].
#7
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Terry the TT P the C at computer
Let’s begin with Charter Digital Leadership Plus. Click on the television and the computer
to learn more. The Digital Leadership Package consists of the same elements without the
addition of the Starz Encore channels.
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cv-10308
Image: Homer sitting in his chair with the remote watching TV. The learner must click on
the remote for these benefits to appear, one-at-a-time on the TV screen [Basic Digital
Channels], [Interactive Guide], [Digital Music Channels], [Multiple screens of HBO,
Cinemax, The Movie Channel and Showtime], [All Starz Encore Channels]
#8
Narrator: The next Value Package is the Charter Digital MVP Plus. Click on Homer’s TV
remote control to learn about the features included in this package.
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Image: TV; the learner clicks on the TV to reveal [Basic Digital Channels], [Interactive
Guide], [Digital Music Channels], [Multiple screens of HBO, Cinemax, Showtime and The
Movie Channel],
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#9
Narrator: Another Value Package offered by Charter Communications is the Digital Movie
Value Package. Click on the easel to see all of the features included in this package. The
Charter Digital Movie Value Package contains the same elements as MVP Plus except for
the Starz Encore channels.
cv-10310
Image: Homer sitting in his chair with the remote watching TV. The learner must click on
the remote for these benefits to appear, one-at-a-time on the TV screen [Basic Digital
Channels], [Interactive Guide], [Digital Music Channels], [Choice of two premiums
including multiple screens]
#10
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it doesn’t get any better Homer w/Remote and Starburst
Narrator: Charter Communications also offers packages for customers who like movies, but
want to stay within a tighter budget. Click on the remote to see all of the features included
in the Charter Digital Select package.
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#11
Image: Homer sitting in his chair with the remote watching TV. The learner must click on
the remote for these benefits to appear, one-at-a-time on the TV screen [Basic Digital
Channels], [Interactive Guide], [Digital Music Channels],
Narrator: Some people are not interested in receiving premium channels. We have a
package that suits them perfectly. Click on the remote to find out which features are
included in the Digital Complete Basic package.
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#12
Image: (Charter Employees) Pilar the CSR is Successful.gif - Pilar successful in her
cubicle
Narrator: By understanding the features of each value package, you can recommend the
right Value Package for your customers. Value Packaging provides an easy way to find
suitable packages that meet a variety of customer needs.
Lesson 2: Your Role in Communicating Value
Lesson Overview
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#1
Image: The CSR phone bank
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Narrator: When speaking with customers, you have a unique opportunity to help them
evaluate their entertainment needs. As a result, customers can select the Value Package that
is right for them. .
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Image: Homer on the cell phone. Animation occurs with the caption [Stress Value to…]
and these bullets appear [Increase Customer Satisfaction] and [Increase Customer
Retention]
#2
Narrator: By understanding the value of Charter Digital Cable and the value packages,
customers feel confident about the choice they have made. The result is increased
customer satisfaction, which leads to increased customer retention.
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Topic 1: The Value Message
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#1
Image: (Charter Employees) Pilar the CSR helping a customer.
Narrator: There are three important steps to follow when promoting value packages.
Communicate the benefits of Value Packaging, make relevant value comparisons, and ask
effective closing questions.
cv-20102
Image: Pilar and Homer going back and forth as the dialogue unfolds. The learner must
click on Pilar to begin the dialogue.
Narrator: Watch how Pilar the CSR interacts with Homer the Homeowner. Pay particular
attention to how Pilar performs these three activities: communicating the benefits of Value
Packaging, making relevant value comparisons, and asking effective closing questions.
Click on Pilar to begin.
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Pilar: “Thank you for calling Charter Communications. My name is Pilar. How may I help
you?”
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cv-20102b
Homer: “Hello, I’m Homer. I’m interested in getting Charter Digital Cable.”
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Pilar: “I’d be happy to help you with that. We have several Digital Value Packages from
which you can choose. Tell me Homer, do you have an Internet connection?”
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Homer: “I don’t, but I’m considering it. I just haven’t found the right deal.”
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Pilar: “May I suggest our Charter Digital Leadership Plus package? You can take full
advantage of our most popular Movie Value Package and enjoy the convenience of Charter
Pipeline®, our high-speed, constant Internet connection. Since it’s one of our Value
Packages, you pay less than you would by purchasing each service individually. Would
you like me to tell you more?
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Homer (hesitant): “Yeah, it sounds like a good start. Which movie channels are available?”
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Pilar: “With the Digital Leadership Plus Package you get multiple screens of HBO,
Showtime, Cinemax, The Movie Channel and Starz!/Encore. Because it’s Charter Digital
Cable, the digital quality picture is crisper and clearer than regular cable TV.
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Homer: “Sounds great, so far!”
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Pilar: “The value doesn’t end there. You get expanded basic channels, access to our easy-
to-use interactive channel guide and multiple channels of commercial-free, CD-quality
music. Homer, with this package you can eliminate trips to the video store and paying late
fees. The benefits add up fast. Don’t you agree?”
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Homer: “Yes, I do, but what about the satellite dish offer I’ve heard so much about? That
sounds like a great deal, too.”
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Pilar: “Homer, it does sound like a great deal. I’ve had an opportunity to review that deal
myself when I was making the same decision for my household. Did you know that you
might be required to purchase additional receivers to receive service on additional sets?
And since you will own the equipment, you may have to pay for service calls should your
satellite dish ever break. There is usually an additional monthly charge for local channels;
and you might have to purchase additional costly equipment if the technology changes.
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cv-20102m
With Charter Digital Cable you do not have to purchase expensive equipment. Local
channels are included with any package you purchase. And our service department is
available locally. We’ll send a technician over to your house if you ever need any repairs.
The Digital Leadership Plus package also includes our Charter Pipeline high-speed Internet
connection, something you don’t get with satellite offers. Since all of these services are
included in the Charter Digital Leadership Plus package, you pay less than if you purchase
them individually.
For about three dollars a day, don’t you think Charter Digital Leadership Plus package is
the better value?
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Homer: “I really hadn’t thought about those extra costs. It sounds like I’d be getting more
for my money with the Charter Digital Leadership Plus Package.
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Pilar: “You’re right, Homer, the Charter Digital Leadership Plus Package does represent a
good value. You can begin to enjoy all of the advantages of the Digital Leadership Plus
package in just a few days. May I go ahead and schedule the installation for you?
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Homer: “Sure, when can you have someone come out?
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#3
Image: (Charter Employees) Pilar the CSR is successful.gif - Each bullet appears on the
screen [Benefits], [Value Comparisons], [Closing Questions]
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Narrator: Did you notice how many times Pilar spoke about the benefits of Value Packaging,
made value comparisons, and asked a closing question? Let’s review what Pilar did.
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#4
Image: a still shot of the conversation between Pilar and Homer where Pilar is talking about
the Digital Leadership Package.
Narrator: Pilar made a point to explain the benefits of the Digital Leadership Plus package.
She made sure Homer understood he was going to enjoy multiple premium channels, music
channels and Charter Pipeline® for a discounted price.
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Image: still of Pilar and Homer; these bullets appear between them [Local Channels],
[Local Service], [Charter Pipeline®], [Package Pricing]
#5
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Narrator: Pilar also made several value comparisons. She was able to demonstrate that
Homer would have more options and potential cost savings by choosing the Digital
Leadership Plus Package.
28
090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc
cv-20106
Image: still of Pilar and Homer; this question appears [May I schedule that installation for
you?] Caption underneath: [Closing Question]
#6
Narrator: After her explanation of the benefits, the value, and the competition, Pilar asked a
closing question. A closing question simply asks the customer to make the purchase.
Because Pilar helped Homer to see the value of the Digital Leadership Plus Package, he
was ready to subscribe to the service.
cv-20107
#7
Image: The easel on stage with these three points [Benefits], [Value Comparisons], and
[Closing Questions]
Narrator: By talking about the benefits, making value comparisons, and asking closing
questions, you can help show the customer that choosing a Charter Digital Value Package
is the right choice for them.
Topic 2: Opportunities to Communicate Value
cv-20201
#1
Image: The whole Charter team standing together.
29
090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc
Narrator: Those of you who interact with customers are essential to the success of our
Value Packages. Each time you talk to a customer, you have the opportunity to share the
benefits of Charter’s Digital Value Packages.
cv-20202
#2
Image: the easel on the stage with the caption [Appropriate Opportunities]
Narrator: Let’s take a moment to look for opportunities to share the benefits of value
packaging with customers.
cv-20203
Image: Title [In the Field] and Teresa the technician with a customer. There should be a
House in the picture that the learner can click on. When the learner clicks on the house, this
appears, [See a computer? Recommend a Digital Leadership Package.] and [Notice a
collection of movies? Recommend a Movie Value Package.]
#3
Narrator: Technicians, you can share the benefits of Value Packages while installing the
service. You can determine which packages to suggest by observing the customer’s
surroundings or asking questions. Click on the house for some examples.
cv-20204
Image: title [On the Phone] Omar at his workstation. The learner will click on him to reveal
[When a customer calls, ask questions to determine needs and remind him or her of the
value based on those needs]
30
090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc
#4
Narrator: CSRs, you have a great opportunity to retain customers by determining customer
preferences and sharing the benefits of Value Packages. Click on Omar the CSR see an
example.
cv-20205
#5
Image: The Charter team together again.
Narrator: Value Packaging provides customers with consistent billing and long-term value.
As you take advantage of opportunities to communicate the Value Packaging message, you
will increase customer satisfaction. When customers understand the benefits provided by
our Value Packages, they will be confident that Charter Communications offers them the
Value Advantage.
cv-t20
Image: The transition background. Text appears: [Please answer the following mastery
questions.]
[This section will contain Mastery Test Questions as soon as Gary sends them.]
31
090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc
Narrator: Please answer the following mastery questions.
cv-t30
Image: ‘The End’ animation
.
Narrator: This concludes the Value Advantage Course. Thank you for taking time to learn
how you can help your customers discover the Charter Digital Value Advantage.
32

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CharterValue Storyboard 01.7 041902

  • 1. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc CharterValue Storyboard 01.5 041802 -This document provides visual storyboards for pre-production approval of animated portions of the course. The storyboard sketches are accompanied by pictures from the Charter Library to show components planned for use in building the animations. Static (non-animated) graphics are not storyboarded here; they will be built in the course as outlined in the written descriptions. The Value Advantage Course Splash Page Animation cv-t10 Cover image from comic book, similar to splash page for Pipeline course. Title is revealed: [ The Value Advantage]. Bullet points appear: [ - The Value Advantage - Your Role in Communicating Value - Mastery Questions] Narrator: 1
  • 2. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc Welcome to The Value Advantage course online! In the first part of this course, you’ll discover the Value Advantage of Charter Digital Cable. Next, you’ll explore your role in communicating the Value Advantage to your customers. Finally, you’ll explore a series of Mastery Questions. Lesson 1: The Value Advantage Lesson Overview cv-10001 Template #1 Image: (Charter Employees) World of the CSR.gif - A picture of a bank of CSR’s doing their job. In this course, you will learn to recognize the value of Charter Digital Cable, and how to communicate the benefits of Value Packaging to our customers. When you can describe the value of our products, you are more likely to provide customers with specific reasons to subscribe to Charter Digital Cable. The first topic covered is the perception of value from the customer’s viewpoint. Many customers have subscribed to Charter Digital Cable with an extended promotional discount. Weeks or months later, the customer receives a bill and the special offer has expired. The cost has increased significantly. Since they have been paying the discounted rate for so long, it’s easy for them to forget that the price was initially discounted. cv-10002 Image: Homer on the phone, and very unhappy with his service. If this is animated, maybe a series of curse word symbols emanating from Homer and the CSR politely acknowledging (I understand, I’d be happy to help you with that. [Is There Another Way?] 2
  • 3. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc (Pilar the C helping…) csr training handling harassment can you change Pilar’s bubble to say “I can help you with that” ? #2 Narrator: Customers often make a cancellation call shortly after theeir introductory pricing expires and regular monthly charges begin. One of the first things the customer may say to the CSR is “Charter Digital Cable isn’t worth that much to me!” It’s pretty easy to agree with them and to simply cancel their service. After all, the customer is always right. Right? Take a moment to think about it. Is there another way to handle this situation? cv-10003 #3 Image: (Events) Keep on truckin’ gif - A Charter truck on the road again [Try a Different Approach] Narrator: When you cancel the service without attempting to retain the customer, we lose a regular source of revenue, and we incur considerable costs to complete the disconnect. In addition, the customer loses a convenient source of news, education and entertainment. 3
  • 4. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc Let’s try a different approach. When you describe the value of Charter Digital Cable to the customer, they might choose to keep their service. On the other hand, if you don’t make the attempt, there’s no chance to retain their business. cv-10004 Image: This is a split image; the first one is titled [Cellular Phones] and the second one titled [Charter Digital Cable] The first image is Homer on the cell phone and these benefits appear: [Security], [Convenience], [Enhanced Communication] The second image is Omar the CSR at his workstation and these benefits appear: [More Variety], [Save Money], [Manage Time], [State-of-the-art Technology] (Omar Typing) #4 Narrator: Take a moment to think about cellular phones. Do you see ads where they are marketed as just phones? Or do you see ads where they are marketed as security, convenience, and ways to enhance communication? Similarly, Charter Digital Cable offers value based on what it provides our customers. It’s not just digital cable; it’s high-quality, state-of-the-art entertainment technology; it’s more programming variety to cater to the customer’s individual interests; it’s a way to streamline their budget through significant savings. 4
  • 5. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc cv-10005 #5 Image: a customer speaking to Pilar the CSR [Reconsider] Narrator: When you are able to explain to customers the advantages that Charter Digital Cable offers them personally, they will often reconsider and retain their service. Topic 1: The Perception of Value cv-10101 Image: Use Homer, have the math figure out beside him, then add Freddie and let the math unfold as indicated in the narration. I would use $7 as an individual ticket price and $5 for the concession items for one person. #1 Homer says Sheesh Freddy points right Image: Use Homer, have the math figure out beside him, then add Freddie and let the math unfold as indicated in the narration. I would use $7 as an individual ticket price and $5 for the concession items for one person. 5
  • 6. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc Narrator: Think about the last time you went to the movies. On a piece of paper, jot down the price of admission and the cost of concession items for yourself. Now multiply that number by two, since you’ve also treated a friend to the show. That’s a considerable amount of money for two hour’s worth of entertainment. cv-10102 #2 Image: Homer, Wilma, Danielle and Sam with the whopping total of $48 dollars next to them. Narrator: Take it a step further. Imagine you had a family of four. Yikes! That can be quite a large amount of money for two hours of entertainment. In addition, that dollar amount doesn’t include the cost of gas or the time spent driving and waiting in lines to buy your tickets and concession items. cv-10103 #3 Image: the family of four enjoys Charter Digital Cable in the homestead. [Better Value] Narrator: In summary, for a family of four it’s about forty or fifty dollars for two hours of entertainment at the local movie theater. Charter Digital MVP Plus provides a family with movies that start about every half hour, are available twenty-four hours a day, seven days a week, and includes weekly premiers. In addition, the family has the convenience of watching a movie in the comfort of their own home. For a price less than taking the family to two movies a month, it’s obvious that Charter Digital MVP Plus is the better value. Don’t you think the customer would agree? cv-10104 #4 Image: A picture of Omar speaking to a customer. Narrator: Here’s another example. Maybe a customer is interested in sports. Compare the cost of a season pass with Charter Digital Cable’s monthly rate. Charter Digital Cable includes access to plenty of sporting events without the inconvenience of traffic, parking, and uncomfortable seating. cv-10105 #5 Image: Pilar and the meaning of Charter Digital Cable above her. [More Variety], [Save Money], [Manage Time], [State-of-the-art Technology] 6
  • 7. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc Narrator: Each of these benefits can only begin to describe the value of Charter Digital Cable to our customers. Customers become concerned when they don’t believe they are getting their money’s worth from a product or service. That’s why they make the call to cancel service. They often perceive Charter Digital Cable as simply “television with perks”. We have an opportunity to redefine the customer’s perception of the product’s value. It’s not just Charter Digital Cable; it’s added convenience, savings, and so much more. cv-10106 #6 Image: (Customers) Homer on cell phone.gif - Homer on the phone and the word bubble [What’s in it for me?] Narrator: The goal is to alter the customer’s perception of Charter Digital Cable’s value by showing how it is relevant to the customer’s preferences. When you understand the customer’s viewing preferences, you can address his or her concerns more effectively. The customer is most interested in answering the question “What’s in it for me?” cv-10107 #7 Image: Omar the CSR speaking to a customer. Add a caption [Making Charter Digital Cable Relevant] Narrator: How do you make Charter Digital Cable relevant to the customer’? By discussing value using a concept every customer understands: getting their money’s worth. First, determine your customer’s needs, interests, or desires. Then, demonstrate how Charter Digital Cable satisfies those needs, interests, or desires in a more convenient and cost effective manner than other alternatives. 7
  • 8. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc cv-10108 #8 Image: The family of four from template #2 on the left and Omar from template #7 on the right. These bullet points appear [Experiences], [Convenience], [Savings]. H the H is surprised, Wife Wilma stands with purse, Daughter D, Son Sam is pointing Right, Omar Typing, 8
  • 9. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc Narrator: The first example showed that Charter Digital Cable provides a family with more entertainment value, in the comfort of their own home, than spending a few hours at the movie theater. The second example compared the price of attending a few sporting events with the price of many more sporting events available on Charter Digital Cable. These examples use the idea of better experiences, added convenience and savings to demonstrate the increased value of Charter Digital Cable. cv-10109 #9 Image: Pilar taking a call from Homer. Animation will occur by clicking on Pilar. (Homer on Cell Phone) (Pilar the C helping…) Narrator: Pilar the CSR is taking a call from Homer the homeowner. Homer mentions he would rather spend his money elsewhere, like on CD’s. Can you think of a value statement that might help him reconsider his decision to cancel Charter Digital Cable? Click on the image of Pilar the CSR to see how she responds. Pilar: “Homer, for the about the price of four CD’s a month, Charter Digital Cable gives you 24-hour access to a variety of DJ-free and commercial-free, CD-quality music. Just think of all the other programming channels, including the music video channels, as a bonus!” 9
  • 10. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc cv-10110 #10 Image: Pilar and Homer happy. Narrator: Pilar knows that customers want value. The best way to demonstrate the value of Charter Digital Cable is through the use of comparisons important to the customer. Pilar’s comparison helps Homer understand the amount of money he saves by keeping and using our product. Her comparison is effective because it presents Charter Digital Cable in a way that is meaningful and relevant to Homer. 10
  • 11. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc cv-10111 #11 Image: (Charter Employees) World of the CSR.gif - the CSR phone bank. Narrator: The next time you take a call from a customer who wishes to cancel service; you may be able to change his or her mind. You can do this by stressing the value that Charter Digital Cable offers relative to the customer’s particular interests and desires. Remember to emphasize improved entertainment experiences, added convenience, and the amount of money the customer can save by choosing Charter Digital Cable. Topic 2: The Digital Value Advantage cv-10201 #1 Image: (Customers) Homer with his remote and a question mark above his head. (H the H is puzzled) (Homer says Sheesh) Narrator: Have you ever discovered a new feature of a product you had owned for some time? For example, maybe you’ve discovered a secret pocket in a coat or a feature on your car radio you never knew existed. It’s amazing how many times people don’t realize the full capabilities of products they own. 11
  • 12. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc cv-10202 #2 Image: (Advantages) Touching the Service Touchpoints.gif - Use the pic where Homer’s in the center and the two Charter employees flank him. Employees have an exclamation point above their head. Narrator: The same holds true for Charter Digital Cable. Do your customers know the major benefits of Charter Digital Cable? Do they understand the degree of control they have to customize their program guide to meet their specific needs? Explaining benefits to customers could mean the difference between canceling and retaining their service. It’s important to stress the relevant benefits of Charter Digital Cable so customers will recognize the extent of the value they’re receiving. cv-10203 #3 Image: title [Charter Digital Cable is…digital] pic of the generic cable on the easel on the stage. Narrator: Charter Digital Cable gives the customer a crisper, clearer picture and better sound quality than traditional analog cable. So, what else does Charter Digital Cable offer customers? cv-10204 #4 Image: title [Basic Digital Channels] Homer sitting in front of the TV. Narrator: Charter Digital Cable provides our subscribers with more choices to cater to their individual interests. These include local channels, too. Customers can enjoy expanded sports choices, commercial- and DJ-free music channels and multiple movie channels. cv-10205 Image: (Charter Employees) Terry the Teachin’ Tech.gif - title [Interactive Guide] Terry the tech next to the TV with the channel guide on screen. The learner must click on the TV to make a bulleted list appear [Channel Surf Without Program Interruption], [Set Program Reminders], [Search by Time and Category], [Lock Out Programs], [Lock In Favorite Channels] 12
  • 13. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc #5 Narrator: With all these new entertainment channels, customers need an easy-to-learn method of navigating Charter Digital Cable. Customers simply have to point, select, and click. Click on the television to learn what the customer can do with the Interactive Guide. cv-10206 #6 Image: (Features and Technologies) Video On Demand.gif - title [Expanded Pay-Per- View] Homer watching a movie. Narration: Is your customer in the mood for a movie, but doesn’t feel like driving to the theatre or the video store? With Video on Demand, customers have access to hundreds of movies right at their fingertips! No late fees, no returns and the title can be viewed over and over again until the next day. Or, do your customers want to watch that special music or sporting event? With iNDemand, customers can enjoy Pay-Per-View sporting events, concerts and movies that are only a click away. cv-10207 #7 Image: (Features and Technologies) Homer Enjoys Charter Digital Cable on His TV.gif - title [More Premium Channels] Homer watching a cowboy on his TV With a premium digital service, customers get multiple screens of their favorite movie channels like HBO, Showtime, Cinemax, The Movie Channel and Starz Encore. This gives them more movie variety, not duplication. On average, there’s a new movie starting about every half hour. 13
  • 14. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc cv-10208 #8 Image: title [CD-Quality Music] use the party pic and replace the words on the banner with the title Narrator: Charter Digital Cable is a passport to a world of entertainment, including commercial-free, CD quality music. Customers can choose between rock, jazz, gospel, country music and more, 24 hours a day. cv-10209 Image: title [Value Packages] Omar the CSR playing Vanna White. Each Value Package appears, [Charter Digital Leadership Plus], [Charter Digital Leadership], [Charter Digital MVP Plus], [Charter Digital MVP], [Charter Digital Select], and [Charter Digital Complete Basic]. O the C pointing up and left #9 Narrator: The packages listed here are representative of the value packages available to customers. Additional value packages may be available in your area. Each one includes Charter Digital Cable, expanded basic channels, local channels, music channels, and the interactive guide. cv-10210 #10 Image: Pilar the CSR talking to a consumer. Title [Educate the Customer] Narrator: Remember, your product isn’t just Charter Digital Cable; it’s additional convenience, variety and a superior entertainment experience without late-fees and long lines. In addition, Charter Digital Cable has many features like digital quality picture and sound, and an easy to use program guide, designed to provide your customers the most value for their money. 14
  • 15. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc Topic 3: The Value Packaging Advantage cv-10301 #1 Image: Same as template #1 this time Homer has asked a silent question [“What’s the difference between a temporary discount price and the Digital Value Packages?”] Omar’s response is triggered when the learner clicks on him as indicated by the instructions. Narrator: While you are promoting value, a customer may ask a question like Homer’s. Click on Omar the CSR for the answer. Omar: “Promotional pricing campaigns offer initial savings. They provide a short-term incentive or reward for you to experience the rich world of Charter Digital Cable. Digital Value Packages, on the other hand, provide a discount over the cost of purchasing separate services.” cv-10302 #2 Image: Expand on Omar and have these benefits appear [Multiple Package Choices], [Consistent Billing] 15
  • 16. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc Narrator: When you describe the benefits of Digital Value Packages, you can help customers determine which Value Package best fit the needs of their household. You can also reassure them that the package price they pay each month will remain consistent. cv-10303 #3 Image: Same as template #2 another benefit appears [Great Savings] 16
  • 17. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc Narrator: The Digital Value Packages also provide great savings. Customers save money when purchasing Digital Value Packages compared to separately purchasing each service included in the package cv-10304 #4 Image: the Charter Digital Cable family, Omar, Pilar, Terry, and Teresa. Narrator: Customers aren’t the only ones who benefit with Value Packages. You do, too. By providing consistent packages, you don’t have to keep up with regularly changing promotions. These packages remain the same all year around. You can quickly learn the contents and prices of each value package so that you’ll be able to help customers make an informed decision. cv-10305 #5 graphic: If Pilar is providing customer satisfaction, customer should not be irate. Image: [Increased Customer Satisfaction] Narrator: Value packages can also increase customer satisfaction. For example, you might encounter a customer that has Charter Digital Basic and an Internet connection with another provider. Together, the total bill might be more than a hundred dollars a month. By offering the Digital Leadership Plus Package, you can save the customer money AND provide all the movie channels Charter Digital Cable offers! cv-10306 Image: Easel on a stage; bullets appear [Digital Leadership Plus], [Digital Leadership], [Digital MVP Plus], [Digital MVP], [Digital Select], [Digital Complete Basic] 17
  • 18. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc #6 Narrator: The customer can choose from several Digital Value packages. In most cases these packages cost less than they would at the a la carte rate. cv-10307 Image: a TV and Computer. The learner clicks on the TV to reveal [Basic Digital Channels], [Interactive Guide], [Digital Music Channels], [Multiple screens of HBO, Cinemax, The Movie Channel and Showtime] [All Starz Encore Channels (Digital Leadership Plus only)]. The learner then clicks on the computer to reveal [Charter Pipeline®]. #7 18
  • 19. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc Terry the TT P the C at computer Let’s begin with Charter Digital Leadership Plus. Click on the television and the computer to learn more. The Digital Leadership Package consists of the same elements without the addition of the Starz Encore channels. 19
  • 20. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc cv-10308 Image: Homer sitting in his chair with the remote watching TV. The learner must click on the remote for these benefits to appear, one-at-a-time on the TV screen [Basic Digital Channels], [Interactive Guide], [Digital Music Channels], [Multiple screens of HBO, Cinemax, The Movie Channel and Showtime], [All Starz Encore Channels] #8 Narrator: The next Value Package is the Charter Digital MVP Plus. Click on Homer’s TV remote control to learn about the features included in this package. cv-10309 Image: TV; the learner clicks on the TV to reveal [Basic Digital Channels], [Interactive Guide], [Digital Music Channels], [Multiple screens of HBO, Cinemax, Showtime and The Movie Channel], 20
  • 21. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc #9 Narrator: Another Value Package offered by Charter Communications is the Digital Movie Value Package. Click on the easel to see all of the features included in this package. The Charter Digital Movie Value Package contains the same elements as MVP Plus except for the Starz Encore channels. cv-10310 Image: Homer sitting in his chair with the remote watching TV. The learner must click on the remote for these benefits to appear, one-at-a-time on the TV screen [Basic Digital Channels], [Interactive Guide], [Digital Music Channels], [Choice of two premiums including multiple screens] #10 21
  • 22. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc it doesn’t get any better Homer w/Remote and Starburst Narrator: Charter Communications also offers packages for customers who like movies, but want to stay within a tighter budget. Click on the remote to see all of the features included in the Charter Digital Select package. cv-10311 #11 Image: Homer sitting in his chair with the remote watching TV. The learner must click on the remote for these benefits to appear, one-at-a-time on the TV screen [Basic Digital Channels], [Interactive Guide], [Digital Music Channels], Narrator: Some people are not interested in receiving premium channels. We have a package that suits them perfectly. Click on the remote to find out which features are included in the Digital Complete Basic package. cv-10312 #12 Image: (Charter Employees) Pilar the CSR is Successful.gif - Pilar successful in her cubicle Narrator: By understanding the features of each value package, you can recommend the right Value Package for your customers. Value Packaging provides an easy way to find suitable packages that meet a variety of customer needs. Lesson 2: Your Role in Communicating Value Lesson Overview cv-20001 #1 Image: The CSR phone bank 22
  • 23. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc Narrator: When speaking with customers, you have a unique opportunity to help them evaluate their entertainment needs. As a result, customers can select the Value Package that is right for them. . cv-20002 Image: Homer on the cell phone. Animation occurs with the caption [Stress Value to…] and these bullets appear [Increase Customer Satisfaction] and [Increase Customer Retention] #2 Narrator: By understanding the value of Charter Digital Cable and the value packages, customers feel confident about the choice they have made. The result is increased customer satisfaction, which leads to increased customer retention. 23
  • 24. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc Topic 1: The Value Message cv-20101 #1 Image: (Charter Employees) Pilar the CSR helping a customer. Narrator: There are three important steps to follow when promoting value packages. Communicate the benefits of Value Packaging, make relevant value comparisons, and ask effective closing questions. cv-20102 Image: Pilar and Homer going back and forth as the dialogue unfolds. The learner must click on Pilar to begin the dialogue. Narrator: Watch how Pilar the CSR interacts with Homer the Homeowner. Pay particular attention to how Pilar performs these three activities: communicating the benefits of Value Packaging, making relevant value comparisons, and asking effective closing questions. Click on Pilar to begin. cv-20102a Pilar: “Thank you for calling Charter Communications. My name is Pilar. How may I help you?” 24
  • 25. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc cv-20102b Homer: “Hello, I’m Homer. I’m interested in getting Charter Digital Cable.” cv-20102c Pilar: “I’d be happy to help you with that. We have several Digital Value Packages from which you can choose. Tell me Homer, do you have an Internet connection?” cv-20102c Homer: “I don’t, but I’m considering it. I just haven’t found the right deal.” cv-20102e Pilar: “May I suggest our Charter Digital Leadership Plus package? You can take full advantage of our most popular Movie Value Package and enjoy the convenience of Charter Pipeline®, our high-speed, constant Internet connection. Since it’s one of our Value Packages, you pay less than you would by purchasing each service individually. Would you like me to tell you more? cv-20102f Homer (hesitant): “Yeah, it sounds like a good start. Which movie channels are available?” cv-20102g Pilar: “With the Digital Leadership Plus Package you get multiple screens of HBO, Showtime, Cinemax, The Movie Channel and Starz!/Encore. Because it’s Charter Digital Cable, the digital quality picture is crisper and clearer than regular cable TV. cv-20102h Homer: “Sounds great, so far!” cv-20102i Pilar: “The value doesn’t end there. You get expanded basic channels, access to our easy- to-use interactive channel guide and multiple channels of commercial-free, CD-quality music. Homer, with this package you can eliminate trips to the video store and paying late fees. The benefits add up fast. Don’t you agree?” cv-20102j Homer: “Yes, I do, but what about the satellite dish offer I’ve heard so much about? That sounds like a great deal, too.” cv-20102k Pilar: “Homer, it does sound like a great deal. I’ve had an opportunity to review that deal myself when I was making the same decision for my household. Did you know that you might be required to purchase additional receivers to receive service on additional sets? And since you will own the equipment, you may have to pay for service calls should your satellite dish ever break. There is usually an additional monthly charge for local channels; and you might have to purchase additional costly equipment if the technology changes. 25
  • 26. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc cv-20102m With Charter Digital Cable you do not have to purchase expensive equipment. Local channels are included with any package you purchase. And our service department is available locally. We’ll send a technician over to your house if you ever need any repairs. The Digital Leadership Plus package also includes our Charter Pipeline high-speed Internet connection, something you don’t get with satellite offers. Since all of these services are included in the Charter Digital Leadership Plus package, you pay less than if you purchase them individually. For about three dollars a day, don’t you think Charter Digital Leadership Plus package is the better value? cv-20102n Homer: “I really hadn’t thought about those extra costs. It sounds like I’d be getting more for my money with the Charter Digital Leadership Plus Package. cv-20102o Pilar: “You’re right, Homer, the Charter Digital Leadership Plus Package does represent a good value. You can begin to enjoy all of the advantages of the Digital Leadership Plus package in just a few days. May I go ahead and schedule the installation for you? cv-20102p Homer: “Sure, when can you have someone come out? cv-20103 #3 Image: (Charter Employees) Pilar the CSR is successful.gif - Each bullet appears on the screen [Benefits], [Value Comparisons], [Closing Questions] 26
  • 27. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc Narrator: Did you notice how many times Pilar spoke about the benefits of Value Packaging, made value comparisons, and asked a closing question? Let’s review what Pilar did. cv-20104 #4 Image: a still shot of the conversation between Pilar and Homer where Pilar is talking about the Digital Leadership Package. Narrator: Pilar made a point to explain the benefits of the Digital Leadership Plus package. She made sure Homer understood he was going to enjoy multiple premium channels, music channels and Charter Pipeline® for a discounted price. cv-20105 Image: still of Pilar and Homer; these bullets appear between them [Local Channels], [Local Service], [Charter Pipeline®], [Package Pricing] #5 27
  • 28. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc Narrator: Pilar also made several value comparisons. She was able to demonstrate that Homer would have more options and potential cost savings by choosing the Digital Leadership Plus Package. 28
  • 29. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc cv-20106 Image: still of Pilar and Homer; this question appears [May I schedule that installation for you?] Caption underneath: [Closing Question] #6 Narrator: After her explanation of the benefits, the value, and the competition, Pilar asked a closing question. A closing question simply asks the customer to make the purchase. Because Pilar helped Homer to see the value of the Digital Leadership Plus Package, he was ready to subscribe to the service. cv-20107 #7 Image: The easel on stage with these three points [Benefits], [Value Comparisons], and [Closing Questions] Narrator: By talking about the benefits, making value comparisons, and asking closing questions, you can help show the customer that choosing a Charter Digital Value Package is the right choice for them. Topic 2: Opportunities to Communicate Value cv-20201 #1 Image: The whole Charter team standing together. 29
  • 30. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc Narrator: Those of you who interact with customers are essential to the success of our Value Packages. Each time you talk to a customer, you have the opportunity to share the benefits of Charter’s Digital Value Packages. cv-20202 #2 Image: the easel on the stage with the caption [Appropriate Opportunities] Narrator: Let’s take a moment to look for opportunities to share the benefits of value packaging with customers. cv-20203 Image: Title [In the Field] and Teresa the technician with a customer. There should be a House in the picture that the learner can click on. When the learner clicks on the house, this appears, [See a computer? Recommend a Digital Leadership Package.] and [Notice a collection of movies? Recommend a Movie Value Package.] #3 Narrator: Technicians, you can share the benefits of Value Packages while installing the service. You can determine which packages to suggest by observing the customer’s surroundings or asking questions. Click on the house for some examples. cv-20204 Image: title [On the Phone] Omar at his workstation. The learner will click on him to reveal [When a customer calls, ask questions to determine needs and remind him or her of the value based on those needs] 30
  • 31. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc #4 Narrator: CSRs, you have a great opportunity to retain customers by determining customer preferences and sharing the benefits of Value Packages. Click on Omar the CSR see an example. cv-20205 #5 Image: The Charter team together again. Narrator: Value Packaging provides customers with consistent billing and long-term value. As you take advantage of opportunities to communicate the Value Packaging message, you will increase customer satisfaction. When customers understand the benefits provided by our Value Packages, they will be confident that Charter Communications offers them the Value Advantage. cv-t20 Image: The transition background. Text appears: [Please answer the following mastery questions.] [This section will contain Mastery Test Questions as soon as Gary sends them.] 31
  • 32. 090fa48e-4458-4509-8e72-67b2b596e4e1-160727234659.doc Narrator: Please answer the following mastery questions. cv-t30 Image: ‘The End’ animation . Narrator: This concludes the Value Advantage Course. Thank you for taking time to learn how you can help your customers discover the Charter Digital Value Advantage. 32