The digital switchover is exciting for consumers, but they are the ones most likely have the hardest time understanding the ins and outs of the switchover from analogue to digital TV. Clear and consistent communication is the baseline of any switchover programme.
My name is Stuart Brodie, Head of Client Onboarding and Platform Support, Paywizard, and I’ve worked directly with consumers when the UK switched over to digital. It was a steep learning curve in understanding human nature – guiding 60m people to take action is not an easy task. However, a methodical plan that was tested and adapted won the day.
This brief document outlines the four key considerations for the ‘before’ switchover phase when thinking about consumers and how you will engage with them and what the process and ‘product’ will be.