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ReadIn a world where content is always on, customers now expect the same from their service experience. Fred Kleiman, VP of Customer Service at Tennis Channel, isn’t just adapting to that shift, he’s helping shape it.
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While many brands still treat customer experience like a process, Fred sees it as something deeper. A promise. One that must be fulfilled consistently in real time, under pressure, and at high stakes.
As part of our series spotlighting CX leaders who are pushing boundaries, we spoke with Fred about what it really takes to deliver exceptional service in a fast-moving, on-demand world.
Great CX Starts Where Control Ends
When asked what “great CX” means, Fred’s answer was unexpected and refreshingly honest:
“Good CX isn’t in my control—it’s the entire journey. You can’t silo it. You have to understand every touchpoint from sign-up to stream to support.”
At Tennis Channel, that philosophy drives everything. Customer service isn’t seen as the last line of defense, it’s seen as a reflection of the product. Every interaction, every resolution, is a chance to build loyalty or break trust.
When the pandemic hit, Fred transitioned his team from a U.S.-only operation to a global support model. Not to chase savings but to elevate the experience.
Since the shift, they’ve received just one complaint, a testament to the careful craftsmanship behind the scenes.
CX Is a Brand Strategy, Not a Budget Line
Fred doesn’t hold back when assessing where companies go wrong?
“Most companies get CX wrong because they treat it like a cost center. But you can’t grow without good CX. It’s foundational.”
He’s critical of AI being used as a shortcut. “AI shouldn’t be about headcount reduction. It should be about empowering teams, pinpointing problems faster, lowering handle times, helping people focus on what actually matters.”
In the media and streaming world, that becomes even more urgent. Customer demand doesn’t operate on a 9-to-5 schedule. “Live events happen when they happen. Viewership spikes aren’t predictable. Our support has to move at the speed of sport.”
And while channels multiply and automation expands, Fred’s team still sees the phone as their most powerful tool. “People want to be heard. They want issues solved now.”
From Appointment TV to Always-On Expectations
Fred’s background gives him a clear view into how streaming has reshaped everything, not just content, but customer expectations.
“No one’s asking what’s on at 8 a.m. anymore. They expect everything to be on demand, and that includes service. We have to be just as ready as the content itself.”
That mindset is why Tennis Channel’s support model runs 24/7. Their global teams, trained with deep brand immersion, operate at the same level as any internal department. “You wouldn’t know they’re not in LA,” Fred says. “They care. They know the sport. That’s what makes the difference.”
Advice for CX Leaders: Make Sure the Company Actually Cares
Fred’s message to other leaders is firm but empathetic:
“Don’t invest in customer experience unless your company is bought in. And don’t do it alone, you need a boss who supports it, or you’ll be fighting uphill the whole way.”
He’s seen what happens when companies underinvest. “Some businesses have to fall before they realize how critical this is. But it shouldn’t take a collapse to care.”
What He Wants from Partners? Respect, Not Promises
Fred’s worked with multiple BPOs, but few true partners. What separates the two?
“Do your homework. Don’t pitch me a solution before you understand my world. If you can’t talk about what my competitors are doing, you’re not ready.”
He appreciated that ContactPoint 360 came to the table with more than a capability—they came with curiosity. And for Fred, that matters.
The Right BPO Partner is a Strategic Advantage
Fred chose ContactPoint 360 for embracing a mindset focused on capability and care, not just headcount. “It wasn’t about being the lowest bidder,” he shared. “They built something that worked, bespoke, scalable, and aligned with how we actually operate.”
He credited ContactPoint 360 as one of the few BPOs that delivered true strategic value in a high-touch, content-driven environment, proving that world-class service isn’t limited by geography. The partnership didn’t just exceed expectations; it challenged Fred’s own assumptions about what was possible outside the U.S.
In a World of Instant Everything, Empathy Still Wins
Looking Ahead: More Streaming, Smarter Service, Same Human Need
Fred predicts cable viewership will drop to 30%-60% in the next few years, with streaming becoming the dominant model. AI and self-service will grow, but they won’t replace the need for human connection.
“We’re entering an age of instant gratification. Customers will expect answers faster, yes. They still want to talk to someone who cares. You can’t automate connection.”
For Fred, the future of CX isn’t just about being more efficient. It’s about being more human, at scale.
Final Thought
In the race to modernize, many brands chase speed, scale, and efficiency, forgetting that behind every service request is a person, not a ticket. Fred Kleiman hasn’t forgotten. He’s proven that real-time service doesn’t have to mean robotic, and global doesn’t have to mean impersonal. He reminds us that in a world racing toward automation, the brands that win won’t be the fastest, they’ll actually be the most human.
His blueprint for modern CX isn’t just about keeping up with the pace of streaming, it’s about matching the emotional stakes of it. Because in the end, it’s not the resolution time that people remember. It’s how you made them feel while resolving it. He’s redefined what global support should look like, not as a task to offload, but as a true extension of the brand. One built on empathy, expertise, and deep integration.
That’s the kind of service that turns a brand into a favorite as true loyalty isn’t created by convenience, it’s created by care, delivered in the moments that matter.
