How Calix Business Insights Helps Marketers Build a Data-Driven Path to Success

A smiling family all sitting on a couch while using their electronic devices

As a marketer in the broadband service provider (BSP) industry, you understand the importance of delivering exceptional service to your subscribers. But how do you measure that success? The Net Promoter Score℠ (NPS®) is a crucial indicator of subscriber loyalty and satisfaction in today’s broadband market. While the average NPS for internet service providers hovers around a meager 16, BSPs leveraging advanced Calix solutions tell a different story, with average NPS scores soaring to 69—and, in some cases, reaching an impressive 92.

A high NPS indicates loyal customers are likelier to recommend your services, driving organic growth and reducing churn. This success isn’t just a testament to top-tier technology; it’s a powerful tool that can transform your business and elevate your marketing efforts.

Business Insights Provides the Data You Need

Effective marketing thrives on data. Without it, you’re left guessing—relying on intuition, trial, and error. Data fuels meaningful conversations with your subscribers, offering timely feedback, relevant information, and personalized offers. Your data builds trust, loyalty, and advocacy, resulting in higher NPS and lower churn.

Data is at the core of Calix Business Insights. Addressing specific network performance challenges enhances subscriber experiences and sharpens marketing strategy. For example, Business Insights can analyze your Net Promoter Score (NPS). BSP marketers know that NPS is a critical metric that reflects your brand’s impact on subscribers and ties into your brand’s reputation and long-term success.

By understanding what drives your NPS, you can create loyalty programs that strengthen subscriber relationships and reduce churn. You can also tailor marketing campaigns for GigaSpire® BLAST systems, managed services, and Calix SmartLife™ solutions to attract high-value subscribers who are more likely to become NPS promoters. These strategies boost ARPU to differentiate your BSP from the competition and provide a path to effective and successful marketing strategies.

Boost NPS With the Right Wi-Fi System and Managed Services

One of the most significant factors influencing NPS is the quality of your network equipment. It’s not just about providing any Wi-Fi solution; it’s about delivering the best. Our Business Insights show a stark difference in NPS among subscribers using Calix GigaSpire BLAST systems, which boast an average NPS of 78, compared to those using third-party equipment, which report an NPS of just 41. This difference is particularly pronounced for BSPs who are fully committed to Calix solutions. For instance, Tombigbee Fiber and YK Communications, two Calix customers, have achieved outstanding NPS scores of 91 and 92 by investing in the right equipment.

Beyond hardware, managed services play a crucial role in enhancing NPS. Our data reveals that subscribers using Calix SmartLife Managed Services on GigaSpire systems rate their BSP an impressive 79—over 10 points higher than those who don’t use SmartLife. These services provide a seamless, fully managed experience that subscribers value highly.

Moreover, offering managed services isn’t just about improving NPS; it’s also a strategic move to boost your average revenue per user (ARPU). Calix customers who offer SmartLife services see an average ARPU increase of 6 percent, with some BSPs enjoying up to a 28 percent rise. SCTelcom, for example, has experienced a 10 percent higher ARPU among subscribers using GigaSpire systems and managed services than those who aren’t.

Achieve Unmatched Subscriber Satisfaction

The results for BSPs that fully leverage Calix managed services are clear: exceptionally high subscriber satisfaction and loyalty levels. BSPs with NPS scores over 90 aren’t just maintaining these impressive levels—they’re continually pushing them higher. For marketers, this represents the ultimate success. Your subscribers aren’t just satisfied; they’re delighted, and that’s the foundation of a powerful, long-lasting brand.

Learn how Calix Business Insights can put you on the path to NPS success—schedule a consult today.

Net Promoter®, NPS®, NPS Prism®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld. Net Promoter Score℠ and Net Promoter System℠ are service marks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld