As telecom providers build out high-speed communications services to accommodate the consumer’s demand for easy access to the latest services, we see the need for smarter, more strategic marketing. Here are the top five trends that are being used by telecom and broadband market leaders.
#1: Strategic use of pre-registration lists
Historically, providers shied away from taking orders until construction is complete and products and pricing are fully identified. However, as more providers edge out their networks and respond to the demand for broadband, especially in rural areas, this model has changed. Providers are using a pre-registration phase to help gather market data and inform pricing, product, and engineering decisions within micro geographic areas.
CarolinaConnect, an ISP provider in Lexington, SC, considers a simple address and email signup as the start of an order. When activating areas for pre-registration, CarolinaConnect then communicates to hundreds of potential customers and begins collecting additional elements tied to their pre-registration, such as surveys, product selection, or acceptance of terms based on the market and products selected. The line of communication is already open to share construction details and drive greater engagement and signups during the construction process. As soon as the area is "lit up," all pre-registrants in that area receive a text message or email with a link to complete or edit their order along with clear expectations of build and provisioning process. With this technique, the ISP has repeatedly seen take rates of 20% within 24-48 hours of activating an area for service. In one circuit, they saw a 30% take rate in less than one day based on building a large interest list combined with geotargeted communication and online ordering process.
#2: Online broadband ordering, all the time and on every device
The move to online address checks and registration for services will continue to swell as consumers and businesses expect a transparent, easy experience. Amongst the providers using an online shopping cart, at least half of registrations come in outside of typical office hours. In addition, the majority of these orders are completed via mobile device. Internet service providers that provide a mobile-friendly, easy shopping experience tailored to the location and type of customer will benefit from higher order completion rates and higher take rates overall. These realities are changing the nature of the front-line customer service staff who often arrive at work with a queue of orders or registrations ready to provision. Increasingly, these frontline staff will begin taking on more consultative sales roles instead of being simple takers of data, to the benefit of the organization and ultimately, the customer.
#3: Online document signing
Tricia Steele,
COO,
CrowdFiber
In the same vein, service providers should consider every part of the order process and review the agreements and contracts required to provision services from the perspective of the customer. Examining when these are collected and how much effort is required by the organization and the customer can bring new insights. While there may be a per-signature request cost involved in collecting and managing electronic documents, studies by our customers have consistently shown that the actual cost to the organization in terms of internal time and printing, combined with the cost to the customer in terms of processing speed and hassle, is dramatically higher when using paper. Utilizing electronic signatures provides a central, transparent management of contract status and the ability to automate reminders and re-engage with the customer to complete the process. Online document signing fosters greater self-sufficiency by the customer and give the sense of completion and commitment, while also streamlining operations. Providers leading this trend to a paperless office report greater internal staff satisfaction as well.
#4: Systems talking to each other
Billing and provisioning are key components of running a communications business, but the business requires a diverse set of tools to market, mail, manage, install, and support customers. The emphasis will increasingly be on systems integration to ensure that knowledge from separate systems can inform the work of the other. Service providers will need two-way APIs and webhooks (automated messages triggered by an event) from their software providers so that intelligent processes can be built to fit the needs of the organization.
For example, a provider might use one tool to validate address and geolocation data, collect online orders, and send to OSS/BSS systems for setup and provisioning. Then, updated subscriber information might flow to a marketing platform for targeted direct mail, email, or updates based on subscriber or provisioning status. Leaders in this trend typically conduct "customer journey mapping" to walk through the number and quality of systems required from start to finish, and an understanding of the customer’s experience when being handed off between systems or processes. Leaders will update RFPs and make modern integration an essential requirement for all software vendors. While there may be some pain transitioning from a legacy system, the benefit to the organization and its ability to accelerate growth will return exponentially.
#5: Grassroots efforts turn potential customers into champions
The model of business-to-consumer will continue to evolve and benefit from the impact of crowd mentality. Especially in rural areas, many customers will take the initiative to educate themselves, campaign in their own areas, and take responsibility for reaching goals. Smart service providers will tap into these grassroots efforts with established ambassador or champion programs, events, training, and incentives. Since social is not necessarily tied to geography, it is not as potent a referral tool when driving edge out growth. Direct mail, along with giving customers the ability to send mail to each other, yard signs, and neighborhood or regional events will remain leading offline sources of registrations, orders and awareness.
