In a world where connectivity is non-negotiable, broadband providers must focus on customer experience (CX) as a competitive advantage. Salesforce data shows that 88% of consumers prioritize the experience a company provides as much as its products or services—a figure broadband service providers (BSP) can’t afford to ignore.
Customer expectations are high, with 32% of customers willing to walk away from a brand they love after a single negative experience (source: PwC). For BSPs, where service reliability and responsiveness are paramount, this risk is pronounced. Investing in digital CX tools helps providers streamline interactions, reduce operational costs, and deliver the seamless experiences that customers demand.
The ongoing and pervasive pan-industry digital transformation is impacting subscriber expectations of how and when they interact with their brands. Here are three ways broadband providers can transform the customer experience.
Expand Self-Service Options
One of the most impactful ways to enhance customer experience is by embracing self-service tools. Research shows that 67% of customers prefer self-service over speaking to someone (source: HubSpot). While web portals are common, automated keyword-driven chat in web chat and SMS offloads routine queries and empowers customers to resolve issues in their preferred channels. These digital solutions reduce friction and improve satisfaction by supporting a range of interactions including checking service availability, managing appointments, and making payments.
Own the Outage
Silence during outages erodes trust. Targeted real-time notifications via SMS and email keep impacted customers informed while reducing calls to support centers. Targeted and timely is key, as opposed to a broadcast message or updates posted on Facebook or the BSP website. Transparency and proactive communication reassures customers that their BSP is addressing the issue before they ask, transforming potential frustration into loyalty.
Acting on the Voice of the Customer to Drive Improvement
Customers favor brands that listen. Studies show that 77% of customers view brands more favorably when they actively solicit and act on feedback (source: Microsoft). Automated post-interaction surveys provide actionable insights that help providers refine their services, train personnel, and address pain points. Proper customer sampling is essential, and SMS is one of the highest engagement channels for reading and replying.
These strategies are not just about improving customer interactions—they also reduce the burden on employees, simplify operations, and cut costs.
Why CX Investment Matters Now
By adopting these digital CX strategies, BSPs can measurably improve their NPS, which for leaders in this space can exceed 50—far above the historical industry average of 15 (source: Calix).
Gartner reports that customers crave digital channels but don’t use them because they are disjointed, resulting in an uneven experience for BSP employees and their subscribers. While there are disparate digital CX tools, BSPs will excel with a solution that integrates with their existing tech stack, unifying the customer journey with network information in a single pane of glass.
Digital transformation isn’t just a buzzword. It’s about meeting customers on their terms and delivering effortless experiences. In a world where 81% of companies see CX as a key differentiator, broadband providers that act now will be the ones to thrive.
If you’re a broadband operator and want to adopt these stratagies, GOCare can help.
VP, Marketing & Partners
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