Electric Coops Aren’t Underdogs: The Twist on David and Goliath You Didn’t Expect

Everyone thinks David is an underdog. But David was quite savvy, skilled at using the sling in warfare, and he leveraged his skillset and experience to go with what he knew—rather than what was suggested to him. King Saul suggested that David wear heavy armor, but David complained that he couldn’t be agile. He abandoned the suggestion and went with his gut—the sling. You see, Goliath brought a knife to a gunfight. A sling in the hands of a skilled user, like David, could propel a small stone with similar force to that of .45 caliber modern ammunition. David had been preparing his entire life for this moment.
 

Like David, electric cooperatives aren’t underdogs. They’re uniquely positioned with an upper hand against the Goliaths of the broadband industry. While it may seem daunting to go up against established players with big budgets and endless resources, there are many examples where “Davids” used their unique advantages to take down industry giants. Some have become legends in their own right—Apple, Whole Foods, Southwest Airlines, and FedEx.
 

By partnering with the right allies and leveraging their years of service to the communities they serve, electric cooperatives can effectively take on larger service providers—and win—just like David. 
 

One of the key factors to success is to develop “stickiness” with broadband subscribers. Here are a few advantages that can help electric cooperatives achieve this. 

1. You already prioritize service quality and reliability. Subscribers are more likely to remain loyal to a service that consistently exceeds their expectations. Electric cooperatives can continue to ensure this by investing in advanced broadband infrastructure that is future-proof and adheres to the latest industry standards.

2. You were the genesis of innovation and service differentiation in your community with electricity. Continue this with innovative broadband managed services, such as home network security, advanced network controls, and social media monitoring. These unique services not only differentiate cooperatives from their competitors but also foster subscriber loyalty.

3. You've offered exceptional customer service for 85 years. Even the most reliable services will face occasional technical issues or subscriber queries. Providing the ability for your frontline support teams to proactively identify and resolve problems is critical in maintaining a superior subscriber experience with broadband—just like it is with electricity. 

4. You're already part of the local community. Electric cooperatives can leverage their local connections by building partnerships with area schools, businesses, and community organizations. These collaborations help engage subscribers and support the development of tailored offerings, further deepening brand loyalty.

5. You know how to partner with experts. While electric cooperatives may not be broadband experts, they can collaborate with those who are. Partnering with industry experts has always helped cooperatives develop long-term strategies, navigate funding applications, make informed technology choices, and execute effective marketing campaigns. It’s no different with broadband. 

One such "David" is GVTC, an electric cooperative who continues to incorporate each of the above strategies to drive their ongoing success. Founded in 1951, GVTC serves residential and business customers in South Central Texas. After adopting the Calix Broadband Platform in 2019 and launching SmartLife™ Managed Services—including CommandIQ®, ProtectIQ®, and ExperienceIQ®—GVTC improved member loyalty by 25 percent and customer satisfaction by 18 percent.
 

In 2022, GVTC wanted to further differentiate themselves from their competitors and introduced a new home security service based on Arlo Secure connected cameras. To prepare for the launch, they partnered with Calix Success and took advantage of Smart Start for Managed Services for go-to-market planning, marketing and offer support, and frontline enablement. The response to the new service was phenomenal—they exceeded their signup goals by 200 percent in the first week alone and grew their Arlo subscriber base by 16x in 11 months. 
 

By forming strategic partnerships and utilizing their local expertise, electric cooperatives are once again becoming champions of community-driven connectivity, building enduring subscriber loyalty—and the competition will never know what hit them. 
 

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.”