As a broadband service provider, your subscribers’ satisfaction is the lifeblood of your business. In an industry where the average Net Promoter Score (NPS)—which measures customer satisfaction—hovers around zero, Texas-based fiber broadband cooperative GVTC has distinguished itself by achieving an astounding score of +44 among its members using the GVTC Premium WiFi service, powered by Calix. And that’s on top of an impressive NPS of +28 for its business overall.
What are the factors that have propelled GVTC to this level of member satisfaction? And what strategies can other service providers employ to excite subscribers, create value, and build loyalty?
Net Promoter Score: What’s in a Number?
Introduced in 2003, the concept of the Net Promoter Score was at the time seen as revolutionary and yet remarkably simple. This management tool, designed to measure customer sentiment, distills the customer experience down to a single question, “How likely are you to recommend us to a friend or colleague?” Respondents render their judgment on a scale of zero to 10, with zero being “not likely” and 10 being “very likely.”
Respondents are then categorized by their score as promoters (9-10), passives (7-8), and detractors (0-6). Promoters are perceived as more likely to create value by purchasing more, remaining a customer for longer and recommending to others, while detractors are seen as less likely to exhibit these value-creating behaviors. The NPS is calculated by subtracting the percentage of customers who are detractors from the percentage of customers who are promoters and is expressed as a number from -100 to +100.
In the telecommunications industry, the average Net Promoter Score is zero, with many companies performing below that benchmark. Today, the NPS is widely regarded as a strong predictor of a company’s future growth and is used by two-thirds of the Fortune 1000 companies, according to a May 2020 Fortune magazine article. But, as these companies will surely confirm, it’s much more than just a number. Subscribers are a service provider’s most important asset and it’s critical to ensure that they become—and remain—fiercely loyal advocates.
GVTC: Focus on Delighting Customers
GVTC is an outstanding example of a company that is singularly focused on creating fiercely loyal customers, as demonstrated by its incredible Net Promoter Scores. As a cooperative, GVTC exists to serve its members. GVTC has long been at the forefront of the market, continuously investing in and expanding its cutting-edge Calix fiber infrastructure and offering an array of technology-forward services that truly enhance its members’ everyday lives.
Last year, GVTC broadened its long-standing partnership with Calix, adopting the full Revenue EDGE solution to power GVTC Premium WiFi. Today, GVTC customers enjoy the Ultimate Wi-Fi 6 experience, whether they’re working, distance learning, gaming, or streaming from home. GigaSpire® BLAST systems connect everything in the home, ensuring lightning-fast speeds, while CommandIQ® (branded by GVTC as “GVTC WiFi App”) gives subscribers complete control of their experience, right at their fingertips. GVTC provides ProtectIQ™ in every GVTC Premium WiFi package, safeguarding all connected devices in the home from viruses, malware, and hackers, and offers ExperienceIQ™ as an add-on to deliver enhanced parental control and network management capabilities.
With its emphasis on delighting customers, GVTC is leveraging the Revenue EDGE solution—including Calix Marketing Cloud and Customer Support Cloud—across the entire organization to convert data into actionable insights, identify new revenue opportunities, proactively address potential issues, and, ultimately, build stronger relationships with subscribers.
GVTC’s innovative service offerings and outstanding support, combined with programs that reward loyalty such as GVTC Member Dividends and Capital Credits, lead in one direction: higher member satisfaction. Of course, GVTC is not content to rest on its laurels. The cooperative is committed to delivering the best experience to its members, investing in its network, launching new products and services that meet their ever-changing lifestyle needs, and advancing operational initiatives to maximize return and maintain its market leadership.
Strategies for Exciting Subscribers, Creating Value, and Building Loyalty
Undoubtedly, the NPS offers an important view of customer satisfaction and can serve as a critical business metric for organizations to align behind. Some service providers, particularly smaller organizations, may not have undertaken the NPS process, but they can still benefit from strategies that will help them excite subscribers, create value, and build loyalty:
- Know your customers: As a trusted leader in your communities, you understand your customers’ needs better than anyone else. Use the vast data in your networks to glean timely insights that will help you tailor your subscribers’ experience, identify unmet opportunities, and proactively address issues.
- Go above and beyond: A key to building loyalty is consistently meeting and exceeding your customers’ expectations. Ensure that your infrastructure is rock solid, that your services solve customer pain points and enrich their lives, and that your customer care can proactively stave off or rapidly rectify any problem that might arise.
- Strive for continuous improvement: The best companies are always looking forward and finding new ways to enhance their customers’ experience, while also optimizing their business. Ensure you remain at the forefront of technology innovation, stay focused on driving operational efficiencies, and continuously solicit and incorporate feedback from your customers.
As your partner, Calix is invested in and committed to your success. We will be with you every step of the way, providing the platforms, solutions, and services that enable you to attract, retain, and delight your subscribers. It’s definitely not a short-term process, nor is it easy, but making customer satisfaction a top priority will ultimately help you grow your business and create the fiercely loyal advocates that will help you gain leadership.