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Dish Network constantly seeks ways to stand out from the competition. With this in mind, the satellite system operator launched an “empathy” ad campaign early this month.

Dish knows its target market. The pay TV industry in general has a dismal reputation for customer service. Several cable systems, in fact, have consistently ranked near the bottom in customer satisfaction surveys among all companies in all industries. A sharp departure from common industry practice is sorely needed. Empathy would help.

Dish Network’s new ad campaign, called “Tuned in to You”, features national TV spots starring a character called the “spokeslistener”. He travels all over the country listening to complaints from pay TV customers. In the first spot, he says, “When we’ve gotten it right- really right- it was because we were listening.” In a second ad, he counsels a football fan. The fan is grieving, not just because the season is over, but because he has to continue paying for sports channels in off-season months.

Erik Carlson, Dish Network’s President and Chief Operating Officer, said, “The Tuned In To You campaign is more than a marketing slogan. It’s a company-wide rallying cry and a long term business philosophy. Dish has a history of putting our customers first and taking bold steps to make TV better. We are at our best when we listen and fight for what our customers want.”

The “empathy” ad campaign is an extension of the company’s November ‘Base Camp’. The Base Camp was an intense series of staff retraining seminars requiring corporate personnel work in the field for one month.

The Base Camp graduated 700 employees before the end of 2016.

Dish Network has long striven to offer superior customer experience. It has consistently led the industry in technical innovation, and it fights hard to keep rates low.

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