June 21, 2018 by Kezia Gollapudi

How Marketing Organizations Can Impact Subscriber Experience


At Calix, we talk a lot about subscriber experience - it’s a sure-fire approach to winning and retaining customers.

The focus, however, is often on support teams.  Let’s take a closer look at how marketers can impact subscriber experience (and spoiler alert – we’re going to be discussing this very topic next week with Nemont Telephone! Be sure to join the live webinar to hear how they are generating more revenue with their subscriber experience approach to marketing).

Realizing the gaps between subscriber expectations and reality.

Subscribers usually sign up for a new service expecting top-notch experience and choose a plan that they genuinely believe is the right one for them.

But very often, the experience breaks because the choice is based on their best guesswork or common buyer disposition to opt the middle offer. For internet speeds, subscribers may choose the basic tier by unknowingly underestimating their usage or opting for the middle tier considering it is a safer bet.

Also, when accounting for total number of connected devices, it’s easier to remember phones and laptops, but Apple TVs, printers, smart watches, wireless speakers and smart home devices using Wi-Fi in the background are easily forgotten, which affects Wi-Fi experience.

Additionally, in rare situations when everyone in the house may be simultaneously streaming, synching and gaming, or permanent scenarios where a new 4K TV or metal blinds that deteriorate Wi-Fi performance are installed, subscriber experience can easily break.

Taking the guess out of guesswork.

Today, several service providers are offering self-service tools to help new subscribers make a more educated decision. If you don’t have one already, consider a simple, easy to use, web-based estimator for subscribers to intelligently match the right internet speeds to their number of devices, activities and data usage.

It can also come in handy for sales and service representatives when it comes to convincing prospects and closing deals on the phone during outbound campaigns. What’s more – it makes your website more interactive. Reports indicate that interactive content is 81 percent more effective at grabbing customers’ attention than static content.

Seeing signs of distress.

While an estimator tool is a brilliant first step, once the subscribers are onboarded, it is important to keep a close eye on factors that trigger or indicate poor subscriber experience. Let me warn you that this is not easy without access to the right information at the right time. Here are a few items that demand attention:

  • How is subscriber activity changing? Are they streaming or gaming more? Are there more connected devices?
  • Is Wi-Fi performance getting better or worse? Learn how Calix makes this easy with a  Wi-Fi Score.
  • Are subscribers running speed tests, and how often?
  • Are subscribers researching competitive offers?

Taking the right action, at the right time.

Once you have better insight into your subscriber base, you can not only easily discover upsell/upgrade opportunities and high-risk subscribers, but also microsegment and design custom offers that will result in higher take rates.

However, the information needed to understand subscriber experience in depth, gauge their needs continuously and act on it accordingly, is generally not easily available to marketers.

Calix Marketing Cloud can put this information at your fingertips. Join our live webinar on June 27, 2018 with Nemont Telephone Cooperative to learn how they are seeing an incredible 59 percent take rate by running targeted marketing campaigns based on subscriber insights.