Here Are 3 Broadband Service Providers That Operate Like the World’s Best and Biggest Consumer Brands 

When retail visionary Harry Selfridge opened his namesake London store in 1909, it was unlike anything seen before. Outfitted with 100 different departments, restaurants, a roof garden, and other customer-focused innovations. Selfridge also employed a small army of knowledgeable floor assistants who guided visitors and were well-versed in the art of selling. This store was not just a big, well-stocked shop. It was a destination. Selfridge created an elevated experience beyond the product.

How Will You Tackle Subscriber Needs as Complexity Increases?

To beat the consumer giants, Broadband Service Providers (BSPs) need to adopt a similar mindset. It’s no longer enough to offer the fastest speeds today—that’s table stakes. The subscriber’s world is increasingly complex. Consider that there are now an average of 40 applications in their homes
 

This increased complexity has created a demand for a flawless broadband experience, customized to subscribers’ lifestyles and unique needs. For example, some subscribers need parental controls. Others have multiple people working from home. Still others are enthusiastic gamers. The bottom line is, you need to create an elevated experience that anticipates subscribers’ desires—and exceeds their expectations. If you can continuously deliver that, you’ll have subscribers for life.

To Operate Like the World’s Best Brands, Embrace Marketing Innovation

I’m happy to see hundreds of our BSP customers investing in the right technology to successfully manage this growing complexity. Backed by 11 years of innovation and an investment of more than $1 billion, Revenue EDGE and Calix Cloud give BSPs full visibility into subscriber needs. For example, using the behavioral data in Calix Marketing Cloud (Marketing Cloud), BSPs can easily identify different use cases like remote workers, intense gamers and streamers, or basic web surfers. Armed with these insights, BSPs can then create comprehensive packages of managed services that address those needs.
 

To promote these services, BSPs are using the advanced, real-time behavioral insights, rich demographic data, and automated marketing processes in Marketing Cloud to launch sophisticated go-to-market campaigns. Marketing Cloud ensures you reach the right subscribers with the right message at the right time. Further, integrations with leading marketing platforms like Facebook, HubSpot, and Mailchimp optimize limited marketing resources and maximize return on investment (ROI).
 

Finally, our customers also use our turnkey EDGE Enablement market activation resources, content, and tools—along with Premier Customer Success Services—to elevate their marketing. By customizing market activation assets under their brand, they’re operating like the world’s best and most sophisticated marketing teams. And this is all at a fraction of what a sophisticated marketing campaign would typically cost.

Use Marketing To Increase ARPU and Get Higher ROI

It is exciting to see our customers embrace innovation to their brands, increase revenue, and grow value for themselves and their communities. We continue to hear more amazing stories of business transformation every day. Here are three customers who show how easy it can be to operate like the world’s biggest and best brands—with highly successful results.

• Home Telecom’s data-driven marketing increased upgrades 314 percent and reduced marketing costs by 75 percent Home Telecom took advantage of the data-driven insights in Marketing Cloud to identify subscribers who work from home and targeted this audience for a 60-day upgrade campaign. Thanks to these audience segmentation capabilities, Home Telecom’s campaign dramatically outperformed previous efforts: upgrades were up 314 percent, and they were able to decrease marketing cost per upgrade by 75 percent.
   

• Cumberland Connect leveraged targeted marketing to grow ARPU and hit a +90 NPS score In just four months, Cumberland Connect doubled the adoption of their “Peace of Mind” premium package featuring ProtectIQ wifi security options and ExperienceIQ internet parental controls, providing members a secure and optimal online experience. With the value-added offerings, the Tennessee cooperative has generated new revenue streams, grown ARPU, and dramatically increased member satisfaction. They've registered a staggering net promoter score (NPS) of +90 compared with industry benchmark scores in the single digits.
  
  
• Tularosa Communications launched a world-class social media marketing campaign resulting in a 31 percent conversion rate New Mexico-based Tularosa Communications ran a two-week Facebook ad campaign with branded EDGE Enablement videos featuring actor and comedian Gerry Dee. The videos attracted 83 percent more views and generated 212 percent more click-throughs compared to their previous top-performing marketing campaign. Moreover, Tularosa successfully converted 31 percent of these engagements into subscriber upgrades to their Ultimate Wi-Fi plan.

When you embrace innovation, you elevate the subscriber experience—and beat the consumer giants at their own game. 

I welcome discussions about how we can help you grow your brand and meet your business goals. Email me at matt.collins@calix.com or connect with me on LinkedIn.