How Do Subscribers Choose a BSP? 5 Factors Electric Cooperatives Need To Know

Electric cooperatives have several advantages over traditional broadband providers, primarily due to their community-owned, not-for-profit status. These include an unwavering commitment to the sustainable development of their communities, transparency and accountability to their members, and deep-seated community roots that foster greater engagement with subscribers.
 

However, these advantages are moot if their broadband service cannot compete effectively in critical areas such as network quality and affordability. That’s why it’s important to understand the factors that potential subscribers consider when they evaluate their broadband options. Typically, these include: 

1. Advertised speed and performance. A fast internet connection is essential to support the increasing range of services accessed via broadband, including streaming high-definition video, online gaming, video conferencing, and accessing essential services like healthcare and education.

2. Coverage and availability. For cooperatives deploying broadband in underserved areas, potential subscribers need to ensure that the service is available in their specific location. Even a small service footprint can be viable if no competing service is available.

3. Price and value. The cost of service is a significant consideration, but it's not just about finding the lowest price. Potential subscribers also evaluate service bundles, introductory offers, usage limits, and contract lengths to determine overall value.

4. Recommendations and feedback. Positive recommendations from friends, family, or online reviews can build trust in a particular service. Electric cooperatives can particularly benefit from word-of-mouth recommendations within their local communities.

5. Value-added services. Broadband services that include additional differentiated experiences, such as security software, parental controls, or access to Wi-Fi hotspots, are likely to be more attractive than basic connectivity offerings.

Cumberland Connect is an electric cooperative that understands what their members value from their broadband service. A subsidiary of Cumberland Electric Membership Company (CEMC) in Tennessee, Cumberland Connect has served their rural community members north of Nashville for nearly a century—and continues to add value. 
 

By investing in an all-fiber, always-on broadband network from Calix, Cumberland Connect reliably delivers exceptional services and experiences that foster a trusted relationship between their teams and their members. As a result, Cumberland Connect has achieved exceptional member satisfaction metrics, including a Net Promoter Score℠ (NPS®) in the 90s and a CSAT rating of 98.
 

The takeaway is this: when choosing a broadband service, subscribers are influenced by various factors. Focusing on a single selling point, like speed or price, may not be effective. Instead—as Cumberland Connect has demonstrated—a comprehensive offering that meets subscribers' needs both now and in the future is a winning strategy for success.

Find out how Calix is helping electric cooperatives bring advanced broadband networks to their communities—download our eBook “How Electric Cooperatives Can Unlock the Next Broadband Frontier.”