If you call Verizon FiOS and try to cancel or downgrade your TV package, you might find that the FiOS rep knows almost as much about your TV viewing habits as you do.

Verizon's Rep Guidance software tells Verizon representatives what channels you watch to help them make a more effective sales pitch. The system, which also shows them how much Internet data you use and which pieces of TV equipment you use most, was detailed by a Verizon executive in a public presentation hosted by Data Driven NYC. A Quartz reporter wrote about the presentation yesterday.

Verizon "is now closely tracking exactly what you watch, what devices you use, and how much data you consume," Quartz wrote. "It knows whether your household spars over DVR conflicts and how many hours your kids spend binge-watching shows on HBO. What’s more, the company is listening in on phone calls to customer service in real time, with supervisors poised to jump at the moment they sense a fight brewing or hear trigger words from an unhappy customer, such as 'switching to Time Warner Cable.'"

Verizon Senior VP and CIO Mahmoud El Assir said that "customers are four times more likely to upgrade their DVR boxes to newer versions that record more shows when we bring up the data on recording conflicts," Quartz wrote.

When asked by Ars if Verizon reps know every single channel a customer watches and for how long, a Verizon spokesperson answered "no." But the reps do know what channels customers watch the most.

After another article on the topic appeared on DSLReports this morning, a Verizon spokesperson claimed the original story "jumped to the most sensational of wrong conclusions." But Verizon confirmed the general details, telling DSLReports that "Verizon representatives are able to use these tools to see what channels customers watch but not specific programs."

Verizon's statement continued:

Rep Guidance helps our reps get our customers’ details right the first time. By showing a rep a clear picture of who is on the other end of the line or computer screen, our reps can engage in more fluid conversations that are more valuable to the customer. This translates to more accurate solutions and reduced time on the phone for our customers. For example, if a customer calls in to try and save money on their bill and asks for a new TV package, the tool helps our rep see that one or some of the customers’ favorite channels would be lost by changing packages. Before rep guidance that may have resulted in the customer calling back after they realize what they’ve lost. Instead, our rep can use that insight to be consultative in how they right size the package for the customer. And in the end, if the customer still wants to reduce their bundle or perhaps switch to Custom TV, that’s fine. Customer retention is every bit as important as more sales.

Verizon also told Ars that "It’s about streamlining and simplifying the conversation, fostering a more intelligent, better-informed experience with customers rather than having a back and forth exchange and having the rep ask the customer questions that, frankly, they expect we should know anyway. The goal is to determine the right level of service for the subscriber. For example, Verizon representatives are able to use these tools to see what channels customers watch but in no way do we monitor the specific programs."

While some customers might be surprised how much data Verizon employees have about their viewing habits, it isn't surprising that the technology exists. Verizon also delivers what it calls "Relevant TV Advertising" based on "program viewing data." Comcast likewise tracks TV customers' viewing habits to deliver personalized ads. "Comcast may use 'Activity Data' generated by your video viewing on devices such as cable set top boxes, computers, mobile phones, and tablets to provide advertising that is more relevant to your interests," the company says. Customers of Verizon and Comcast can opt out of the targeted ads.

Verizon representatives must ask customers for permission to access their personal data at the beginning of each phone call, but it's not clear whether Verizon customers can opt out of the tracking altogether. We asked Verizon if customers can opt out but did not receive a response to that question.

Verizon's Rep Guidance has existed for at least a few months, having been mentioned in a Smart Customer Service story in February.

"[E]mployees identified that it was common for one household member to call and cancel or change a certain service, only to have another member of the household call back to reinstate or revert it," the article said. "To combat the issue, the employees worked closely with the customer experience and IT teams to develop Rep Guidance, a feature that shows agents the viewing habits or usage of an entire household in a single-screen view. This provides the agents with more context and helps them make educated suggestions to customers."

Verizon Wireless, a Verizon subsidiary, tracks customers' mobile Web usage to deliver targeted ads but lets customers opt out.