How Broadband Service Providers Can Drive Customer Adoption of Digital Channels

Consumer demand for digital channels is growing rapidly in all demographics. Being “easy to do business with” means meeting customers where they are.  It’s not about dictating the channel to use, but to offer up the options as preferences and needs shift.

There will always be a place for a phone call, but today’s broadband customers prefer to click, tap, and text. In fact, ninety-one percent (91%) of consumers are interested in signing up for texts from brands (source: Attentive, 2022). But even with the best digital tools in place, some ISPs struggle with the same challenge:

“How do we get customers to use our digital channels?”

At GOCare, we believe the answer starts with awareness—and continues with trust. Whether you’re rolling out proactive text messaging for billing alerts and outage notifications or using other digital channels for inbound inquiries, your success hinges on how well you introduce the experience to your customers.

Let’s walk through some best practices that we’ve seen make an impact on digital channel adoption. Over time, some GOCare customers see more than half of the inbound customer care interactions move to a blend of digital channels.

Start with a Strong Digital Welcome

Your first message is your first impression. A well-crafted Welcome Message sets the tone for your entire digital relationship.

This initial communication should clearly explain:

• Who the message is from (your company name)
• What kind of messages customers can expect
• How frequently messages will be sent
• Deliver messages that a subscriber can respond to. Simply broadcasting a piece of data might save your company time, but it is less useful to a customer. 
• How they can opt out or get help

It’s not just a compliance requirement—it’s a trust-building moment. The message should reinforce that these alerts are helpful, relevant, and mutually beneficial. This information should also be found on a text alerts page of your website.

Example:
“Welcome to BestISP text alerts. We’ll send up to 5 helpful messages per month (billing, appointments, outages). Msg & data rates may apply. Text STOP to opt out or HELP for support.”

Promote the Benefits, Not Just the Channel

Too often, ISPs launch digital tools quietly and assume adoption will follow. It doesn’t.

Customers need to understand why SMS alerts are valuable:

• “Use this channel (for inquiries) in lieu of a call”
• “No more waiting on hold”
• “Get real-time updates on your appointments”
• “Instant confirmation when a payment is posted”
• “Be the first to know about service interruptions”

In all your channels—website, email, social, bill inserts, even on-hold messages—focus on what’s in it for the customer.

ETC has a prominent promotion on its home page, and it leads to this educational page about broadband outage notifications. 

Drive Awareness Everywhere

Your digital channel promotion plan should meet customers wherever they are. We recommend:

• Website – don’t just put it on the Contact Us page; promote it across the site with bold placements to grab attention, including. Check out how PTCI promotes TEXT or Call across the top of the website.
• Website Alerts Page – a centralized resource that explains your text alert service, terms and conditions, and available keywords.
• Billboards and Advertisements – promote the ability to text or call using the single number in all campaigns
• Bill Inserts or Newsletters – add a brief “Did you know?” messages about text alerts and new digital channels to spark awareness.
• Social Media – make announcements and share short video demos on the benefits of the new digital tools.
• In-Store Signage & Truck Wraps – promote the text or call via your single number
• On-Hold Messages – remind callers that account balance, payments, and appointments are all available by text.
• Agent Scripts – when your customers are talking with your CSRs on the phone, add a talk track to educate on the digital channels now available.
• Proactive webchat widget – if you’re using this on our website, use a setting that proactively pops open with a welcome message and is simple to start a conversation (don’t ask too many questions to get to an agent).
• Consistently include calls to action like “Chat with us” or “Text for faster support,” and use text/chat icons to create habit loops around digital-first behavior. And underscore that an app or log-in is not required.

Here’s an example post from SCTC:

You may also consider branding the capability like Blue Stream Fiber has done with TextConnect.

Transparency Builds Trust (and Reduces Opt-Outs)

Over-communication is one of the fastest ways to lose digital subscribers. According to industry research, a significant number of users will unsubscribe if they feel bombarded.

We recommend:

• A maximum of 5 messages per month (excluding opt-in responses)
• Clear opt-out instructions (STOP) in every message
• Avoid mixing message in a single message (e.g., billing message + promotional offer)
• Keep it brief—don’t take the content of an email and put it in an SMS message (reminder: a SMS message is defined as 160 characters.).

This isn’t just good etiquette—it’s critical to maintaining high opt-in and engagement rates over time. Our customers average over 90% of subscribers remain opted-in after the text alerts launch.

Use Keywords to Drive Self-Service

Two-way SMS service differentiates you from others. Can customers use the channel as a true alternative to a phone call? What happens if a customer initiates a text message to your phone number? These keywords provide automated (self-help) replies 24×7 about subscriber accounts and services. 

Popular keywords include:

• BAL – balance information
• APPT – scheduled appointments
• DUEDATE – payment due date
• ACCT – account number linked to mobile (where available)
• PAY – recent payment posting
• OUTAGE – report or check outage status 
• HELP – general support and keyword listing

Some customers have keywords for WiFi and network info, restoring service after a non-pay disconnect, and signing up for paperless billing as well. Place these keyword lists in your website FAQs or Terms & Conditions. Consider printed magnets or door tags to keep them accessible. Here’s an example from LiveOak Fiber.

Keep the Experience Customer-First

Digital engagement isn’t a checkbox—it’s a long-term strategy. Once you’ve onboarded customers into your SMS experience, ensure that:

• Messages are relevant and timely
• Responses to keyword inquiries (like “BAL” or “APPT”) are fast and accurate
• Two-way SMS chat is available when more help is needed (via GOCare Connect)

In short, focus on the customer’s experience. It is not about the technology, it’s about the results.

• Did the customer choose the channel of their preference?
• Were they satisfied with the response & the timeliness of the response?
• Did they have to abandon the channel of choice to get resolution?

Every message is part of the customer journey. Make it seamless.

Adoption Starts with Awareness, but Loyalty Starts with Value

Digital channels like SMS only drive ROI when customers trust them enough to use them. Your welcome message, your awareness strategy, and your ongoing communication practices all contribute to building that trust.

At GOCare, we help ISPs create that trust—one message at a time.

Do you want want to optimize your digital channel adoption strategy? Let’s explore how GOCare can help you boost digital engagement.