How Support Teams Can Leverage Subscriber Loyalty Analysis To Improve Subscriber Experiences
How do you determine if you’re providing an optimal subscriber experience? Many broadband service providers (BSPs) we speak with rely on surveys conducted after specific interactions like support calls. While those surveys provide valuable feedback, they don’t tell the whole story.
Interaction-based survey responses represent a very small segment of subscribers—the average business hears from just 4 percent of dissatisfied customers. And for every customer who complains, there are 26 unhappy customers who are suffering in silence. Truly understanding how subscribers feel about you requires knowing your Net Promoter ScoreSM (NPS®).
The Power of NPS
The concept behind NPS is simple but powerful. The answer to just one question—“How likely are you to recommend our service to a friend or colleague?”—is a strong indicator of whether subscribers will remain loyal or seek out a competitor.
BSP support teams have a huge impact on NPS. As the frontline face of the organization, each support team member has the power to create a Promoter or Detractor with each service interaction. We know from firsthand research that an exceptional support experience can offset even the worst of technical failures.
Conducting a subscriber loyalty analysis using NPS data enables support teams to better understand what keeps subscribers happy and what causes them to leave. Combining NPS data with data from satisfaction surveys and other sources provides actionable insights that can be used to proactively improve the subscriber experience and drive higher NPS.
How MGW Is Using Loyalty Analysis To Improve the Subscriber Experience
A subscriber loyalty analysis uncovers exactly how variables like tenure, service tier, geography, and technology affect loyalty and satisfaction. Our recent Calix Business Insights Services engagement with Virginia-based MGW is a great example of this.
MGW wanted a deeper understanding of subscriber needs across their two brands (MGW and Lingo Networks) so they could deliver the best experience possible. We conducted an NPS survey, then cross-referenced the results with data from Calix Support Cloud (Support Cloud), their billing system, and their ticket support system.
MGW and Lingo Network’s combined NPS came in at a 50 – an excellent score that is well above the typical broadband industry average. The score indicates that the community appreciates MGW/Lingo as a local, family-owned company that aligns with their values, and subscribers love their proactive communication style.
Interestingly, further analysis revealed some segments of subscribers with scores as much as 80 points lower than the network baseline. These were predominantly subscribers using low-bandwidth DSL access technology with non-Calix systems in their homes. Their scores reflected dissatisfaction with internet speeds and confusion around how to use their equipment—confusion that often led to support calls. The analysis also revealed that recently installed subscribers have higher NPS scores, and sentiment tended to decline over time with longer tenure. MGW plans to improve the subscriber experience by:
Educating subscribers and the support team about equipment. With better understanding of the home experience, subscribers can troubleshoot basic issues while the MGW support team can speed resolution of those calls that do come in.
Finding ways to improve performance for subscribers unable to increase bandwidth. Steps may include replacing existing equipment with Calix GigaSpire® BLAST systems, which contribute to higher NPS and subscriber satisfaction.
Implementing targeted campaigns for high-tenure subscribers. This will include proactive outreach and customer appreciation programs.
Identifying subscribers as “detractors,” “passives,” and “promoters.” Doing so will allow the support team to tailor their interactions and proactively reach out to detractors to address their concerns.
Elements of a Successful Subscriber Loyalty Analysis
Implementing a subscriber loyalty analysis may seem complicated, but it’s actually simple—especially if you collaborate with the Business Insights Services team. A successful analysis should include these elements:
Feedback. Implement programs and processes for collecting the right types of subscriber feedback at the right times. Include both interaction-based surveys and NPS surveys. Working with Calix, you can typically send NPS surveys in a few hours.
Analysis. Take the time to fully understand the experiences of your different subscriber segments and the key drivers behind your survey scores.
Action. With the findings from your analysis, review processes and make even small improvements that will positively impact the subscriber experience. Track these improvements and make modifications as needed. Roll out a bigger program once success is validated.
Drive Meaningful Improvement That Increases Loyalty and Growth
Support teams play a starring role in determining NPS and subscriber satisfaction. But they often don’t have the insights they need to deliver the best experience possible.
To drive meaningful improvements that will increase subscriber loyalty and growth, teams must have a deep understanding of where they excel and where they fall short. This can only be achieved with a loyalty analysis that provides actionable insights by leveraging NPS in combination with other data. Partnering with Business Insights Services enables support teams to expertly execute an analysis that identifies actionable strategies for improving subscriber loyalty and satisfaction.
Contact us to learn more about our subscriber loyalty analysis and Calix Business Insights Services.
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.
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