The Impact of Ethical Choices on Brand Growth: A Tale of Digital TV Services

In our interconnected world, where communication is key, brands play a pivotal role in our daily lives. We trust them to deliver the services we need, whether it's internet, TV, or any other essential service. But what happens when individuals with petty interests and a lack of integrity inadvertently cause unnecessary harassment to consumers? This article explores a story within the world of digital TV service providers, illustrating how sticking to ethical basics can make a meaningful contribution to a brand's growth.

?In our small housing complex comprising approximately 400 flatted residences across seven towers, we have two prominent digital TV service providers, Tata Play and Airtel DTH. These brands have gained our trust, and we rely on them for our daily entertainment needs. However, a seemingly innocuous situation sheds light on the importance of integrity and ethical behaviour, even in the most mundane aspects of service delivery.

When technicians arrive to install or service our subscribed plans, including set-top boxes, dish antenna, and cables, it's not uncommon for residents to trust them implicitly. After all, we expect these professionals to perform their duties diligently and honestly. However, a closer look reveals a lack of vigilance in ensuring that our trusted providers maintain the highest standards of service.

I have faced only a few issues with my digital TV service in the past three years, but each time, the technician tasked me with helping him locate my dish on the roof. This process involved me staying on call while the technician used an electronic instrument to pinpoint my equipment among the jungle of 90 others. It left me perplexed as to how these professionals could be confused repeatedly.

Determined to get to the bottom of this, I decided to take matters into my own hands during a recent service issue. Accompanying the technician to the rooftop with a marker pen in hand, I made a startling discovery: my Airtel DTH connection was being serviced by a Tata Play dish. Even more alarmingly, I observed that this is true for some Tata Play service customers as well. Because Airtel DTH and Tata Play dishes are pointed in entirely different directions in the sky to get their channel feeds, I was able to easily recognise an Airtel DTH dish pointing in the Tata Play direction; I am sure, if I could spend some more time, I would have been able to detect multiple such cases.?

This revelation was a wake-up call. It wasn't just an isolated incident; it pointed to a systemic issue that could affect other residents as well. It highlighted the necessity of ensuring that technicians adhere to their brand's standards, that they don't mix and match equipment, and that customers receive what they've paid for. In a world where we trust brands with our personal information and rely on their services for our daily lives, ethical integrity should be non-negotiable.

I believe that companies like Tata Play and Airtel DTH should focus on spreading awareness and training their technicians to prevent such incidents; Besides inundating customers with countless push messages of much lesser importance, they should prioritise ensuring that their brand's reputation remains untarnished.

Ultimately, this small-scale issue within our housing complex serves as a powerful reminder of the importance of ethical behaviour and integrity in business. Brands that prioritise these values not only maintain the trust of their customers but also contribute positively to their growth and reputation. In today's world, where information travels at the speed of light, it's the ethical choices and decisions that make all the difference.