4 Important CRM Functions for Your OTT Company

Subscribers are an OTT site’s lifeblood. An OTT operation’s key functions include marketing to subscribers, recruiting new subscribers, processing payments, assessing performance, lowering churn, and providing help desk/support.

There are numerous Customer Relationship Management (CRM) platforms available to help you get the job done, but a custom CRM built for OTT is the recipe for success in order to maximise efficiency and provide a seamless experience from registration to billing to middleware integration to customer support.

In this section, we lay down four important CRM elements and functionalities necessary for a smooth-running OTT platform.

1. Subscription Management

Do you want to get paid on time? How about managing your complete billing lifecycle with ease? To handle: you’ll need a robust subscription management solution.

  • Customer acquisition has been simplified.
  • Customer subscriptions can be easily managed.
  • Subscription and customer data/metrics are abundant.
  • Automation and personalization of global billing
  • Accepting and processing international payments

Free trials and driving conversion

You’re seeking for a CRM that converts prospects into paying clients. Complimentary trials are essential for starting the process of obtaining new consumers. One of the most significant components of a CRM is trial automation.

You must have crucial characteristics such as:

  • Automation of trials
  • Extending the trial
  • Reminders with a payment link at the conclusion of the trial period
  • Custom checkout page is simple to develop.
  • Integration with payment gateways/processing is simple.

2. Sales Automation

Users may utilise Sales Automation to automate tedious, manual operations, streamline their work, and increase productivity. Sales automation may save up time, allowing a sales force to focus on more important, strategic duties like closing deals.

Tailored automation should assist you with major tasks like as

  • Management of leaders
  • Account administration
  • Deal administration
  • Contact administration
  • Trial administration

Even simple jobs like…

  • Making appointments
  • Email transmission
  • Contact tracking
  • Sales possibilities are being updated.

…may be significant gains in reclaiming time in a salesperson’s day. By automating these operations, your sales force can focus on generating prospects, closing those leads, and building connections with clients throughout their lifetime.

3. OTT Analytics

Good analytics allows you to acquire a better understanding of how your firm is operating. Analytics addresses big-picture challenges like determining where potential customers churn the most or analysing the overall effectiveness of your sales pipeline. Create projections, assess team performance, and monitor key performance indicators (KPIs).

  • Everyone can benefit from these actionable insights: Powerful CRM analytics assist C-level employees, sales people, and managers alike – data-driven choices are the key to success.
  • Data Slice & Dice: Uncover data trends to provide a comprehensive perspective of your leads, tasks, quotations, and more.
  • Advanced Filters: Dynamic filtering provides for rapid and efficient data sifting. Drill-down capabilities are really powerful.
  • Share and export: Reports may be exported in a variety of file formats, including PDF and Excel. Reports may be embedded and shared in Slack.
  • Simple analysis templates: Select from a variety of premade chart templates.

4. Customer Care and Support

Customer service and support are critical components of a successful OTT enterprise.

A ticketing system that records difficulties, produces trouble tickets, provides resolutions, and evaluates the company is essential for a smooth operation.

An automated help desk boosts sales agent efficiency, keeps subscribers happy, and fosters customer loyalty. With a context-aware help desk, it may completely revolutionise your customer care experience.

Follow through on subscriber concerns until they are resolved.

Customer service is a mission-critical solution that enables your agents to serve your subscribers successfully and efficiently. Provide continuous, high-quality assistance that keeps customers pleased and problems addressed on time.


It is self-evident that a custom-built CRM is the way to go when developing a scalable OTT solution. You require a robust system that manages subscriber administration, payments, sales automation, and agent sales performance.

Developing a well-defined procedure for customer concerns and resolutions can help to minimise churn, improve sales operations, and generate satisfied customers. The capacity to evaluate data and obtain business insights is the recipe for success.

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