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Satellite Television • Enterprise
No more lost customers. How Dish TV uses Oration to accelerate customer retention
A conversation with
Swami Mehra
Head of Customer Engagement
About
Dish TV is India's largest direct-to-home satellite television service provider, delivering entertainment and information to millions of homes across India.
Industry
Satellite Television
Company Size
Enterprise
Headquarters
Noida, India
Key Features
AI Voice Agents
Multilingual Support
Outbound Retention Campaigns
Automated Issue Resolution
Key Results
64%
Recharge Rate
Improvement from 42% with human callers
30,000+
Daily Call Volume
Outbound calls handled daily
8
Languages Supported
Including Hindi, Tamil, Bengali, and Marathi
Challenges
Dish TV was struggling to scale their outbound retention calls to 23+ million customers without increasing headcount, leading to gaps in customer coverage and missed recharge opportunities. The company also needed to address customer concerns in multiple languages across India's diverse market.
Solution
Deploy Oration's intelligent voice agents to automate outbound retention campaigns, enabling personalized conversations in 8 languages that identify customer issues and trigger immediate resolutions.
Results
- 64% recharge rate achieved—up from 42% with human callers
- 30,000+ daily outbound calls handled automatically with no increase in headcount
- 8 languages supported, including Hindi, Tamil, Bengali, and Marathi, for complete market coverage
- Proactive issue resolution that identifies and solves customer problems before they lead to churn
"Oration gave us the power to reach every customer, every time. We're not just making calls—we're building relationships and loyalty at a scale we never thought possible."
Swami MehraHead of Customer Engagement
The Retention Challenge
Dish TV discovered that many customers frequently missed recharging their accounts on time, making it essential to proactively remind them to avoid service interruptions. With a massive subscriber base of over 23 million, the company needed to reach 30,000+ customers every day to encourage timely recharges.
However, scaling outbound retention calls to such a large audience without increasing headcount proved extremely challenging. This resulted in significant operational overhead, persistent gaps in customer coverage, and missed opportunities to retain subscribers. Additionally, Dish TV had to address customer concerns in multiple languages to effectively serve India's diverse market.
The Oration Solution
Dish TV partnered with Oration to deploy intelligent AI agents for outbound retention campaigns. These agents automatically called customers to remind them to recharge, and if a customer declined, the AI would identify the reason—from technical issues to packs with missing channels—and trigger immediate resolutions.
Oration's agents communicate with Dish TV customers in 8 languages—including Hindi, Tamil, Bengali, and Marathi—ensuring every customer feels heard and understood in their preferred language.
With Oration, Dish TV was able to:
- Automate and scale outbound retention calls with no increase in headcount
- Engage customers in their native language for a personalized experience
- Proactively prevent churn and foster long-term loyalty
- Personalize conversations to address technical or service-related concerns
Transformational Results
The impact was transformational and measurable:
- 64% recharge rate achieved—up from 42% with human callers
- 100% customer base contacted—whereas a human team could only reach a tiny fraction
- Deeper insights into customer pain points, enabling rapid resolution and reducing churn
- Multilingual support, reaching customers across India in their own language
Looking Ahead
Building on this success, Dish TV is now working with Oration to launch inbound call support—enabling customers to get help, resolve issues, and manage their accounts through AI-powered conversations in the language of their choice. With Oration, Dish TV is redefining customer engagement and exploring new ways to deliver even more value to its millions of subscribers.
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