December 11, 2018 by Kezia Gollapudi

Dear Service Provider, Please Don’t Ignore Remote Workers


As a remote employee at Calix, I completely enjoy the freedom to work from anywhere. Skipping that dreadful commute every day is a definite bonus. And I am not alone. According to Gallup’s State of the American Workplace report, 43 percent of employees work from home regularly, whether it is just one day a week or full-time.

While it is hard to deny the luxury of working in fuzzy slippers, working from home has its challenges. It not only demands a special self-discipline, but also effective collaboration and communication with teammates and customers. When there is a critical dependency on VPN connectivity, video conferencing, and online business tools, flaky home networks are not an option.

Why subscribers that work from home are unique?

  • They have a higher need for network reliability and speed. Subscribers that work from home are simply business users with residential addresses. They are likely to upgrade to premium services and support packages, and may have a monthly home-office stipend to fund a more reliable network experience.
  • They are a higher churn risk. When glitchy video conferencing and slow uploads are more than mere inconveniences, frustrated remote workers are likely to switch service providers faster than other subscribers. Bad subscriber experience tends to affect their productivity and jobs.
  • They are likely to adopt whole-home Wi-Fi. Even with dedicated office spaces, many users like me tend to move around the house from the desk, to the kitchen table, to the backyard, to wherever they can be most creative and productive at that point in time. It’s about extending their flexibility to work seamlessly across the home.  

How do you recognize work-from-home users?

As you can see, there are obvious upsell and retention benefits to segmenting work-from-home users. However, identifying them is not an easy task without the right behavioral insights into your subscriber base.

With the recently introduced Work-from-Home Lens on Calix Marketing Cloud, finding this exclusive group of subscribers has never been easier. The lens isolates them by automatically identifying subscribers with VPN traffic, and business applications like Zoom, WebEx, Salesforce, Citrix, and more than 50 other enterprise applications. Take a closer look at how it works.

How do you tap into work-from-home trends?

With businesses saving about $10,000 to $22,000 annually per remote worker, and other benefits that contribute to their bottom line, work-from-home is on an upswing. And while most remote workers have the flexibility to work from anywhere, according to the recent report, State of Remote Work 2018, 78 percent primarily work from home.

Consider creating not only targeted campaigns and messages, but also exclusive service packages that address the exact needs of this premium segment.

To learn more about tapping into the power of subscriber insights check out Calix Marketing Cloud.