The Roadmap to Growth Is Already in Your Data—You Just Need To Find It

A group of employees sitting in a conference room with a coworker presenting business data on a large screen

It’s never been more important for broadband service providers (BSPs) to stay one step ahead. The market is not just competitive—it’s relentless. Even providers that once held a monopoly in rural and underserved areas are facing new rivals—including satellite operators with deep pockets and aggressive growth plans.

This wave of competition, combined with macroeconomic pressures, puts every decision under the microscope. Slowing revenue growth and rising churn aren’t just numbers on a dashboard—they’re existential threats that keep many broadband leaders up at night.

What’s at stake? If BSPs can’t adapt quickly, they risk losing loyal subscribers, falling behind competitors, and seeing profits erode.

To counter these challenges, BSPs need a way to elevate the subscriber experience without adding cost and complexity. The answer lies in something they already have in abundance: data. The challenge is knowing how to extract it, interpret it, and, most importantly, turn it into an engine for growth.

Unlocking the Power of Data

Calix developed Business Insights to give BSPs the ability to transform overwhelming amounts of data into actionable intelligence. Instead of being fragmented across silos, BSPs use Business Insights to bring valuable data together to generate clear, actionable plans.

The Business Insights journey began with better ways to measure subscriber loyalty—translating Net Promoter Score℠ (NPS^®) results into strategies that directly improve subscriber satisfaction. By using Business Insights, Wisconsin’s Norvado increased their NPS by 33 points—and Mississippi’s Tombigbee gained a clear understanding of what was driving their strong results.

Today, Business Insights goes far beyond loyalty measurement—we help BSPs leverage data to optimize services, improve efficiencies, and deliver subscriber experiences that set them apart from competitors. Whether it’s analyzing underlying network performance or pulling in feedback from customer support channels, Business Insights provides a holistic, data-driven view of everything shaping the subscriber experience and overall business performance.

Pulling the Data Streams Together

Service providers running their business on the Calix Broadband Platform already have a head start. By using Calix Cloud^® solutions such as Operations Cloud and Service Cloud, BSPs gain unprecedented visibility into network performance and subscriber behaviors.

Business Insights goes further by correlating data from sources such as trouble tickets, survey feedback, subscriber demographics, and usage trends. By unifying these data streams, Business Insights creates a 360-degree view of the subscriber experience. This bigger picture exposes hidden issues, highlights growth opportunities, and enables providers to deliver exceptional service at scale.

From Overload to Insight: Three Steps to Growth

Most BSPs already have more than enough data. The problem isn’t collection—it’s overload. Business Insights transforms this flood of information into a roadmap for growth in three steps:

Organize foundational data. Networks constantly generate information—churn signals, alarms, tickets, outage notifications, and more. Buried in this flow are opportunities to optimize and improve. The first step is to audit and structure the data.
Optimize with the right tools and expertise. Data in silos creates noise, not clarity. Business Insights helps unify insights across teams and tools, giving BSPs a single, actionable view.
Scale through actionable insights. With clarity, BSPs can deliver a premium subscriber experience, improve loyalty, and grow—without adding headcount or complexity. This is where transformation begins: using analytics not just to manage the business, but to scale it.

Turning Data Into Business Transformation

In a competitive and uncertain market, the difference between thriving and surviving comes down to how well BSPs use their data. Calix Business Insights gives providers the tools, expertise, and actionable insights to move beyond simply reporting data to using it as a strategic advantage.

This evolution demonstrates the true value of data. It’s not just about measurement—it’s transformation. It means empowering teams, aligning operations with business goals, and delivering measurable results that protect the bottom line while securing future growth.

By Tom Schroer

Area Vice President, Broadband Platform Marketing, Calix

Tom Schroer is the area vice president, access systems, network engineer, and services marketing at Calix. Tom leads a team evangelizing a wide array of professional, managed, network, and access systems. Prior to Calix, Tom gained extensive experience in service provider planning, engineering, operations, and marketing for network and service assurance and core and access solutions.