How is customer support evolving in the age of cloud technology? How do we map a subscriber experience model that addresses needs before they arrive? And how do broadband service providers (BSPs) harness the power of data to predict and confront barriers to excellent subscriber experience?
 

As I settle into my new role as chief customer officer at Calix, these are some of the questions that are guiding me, as well as my team. As we consider new ways to make sure you get the most out of your partnership with Calix, we constantly strive to keep your subscribers happy and engaged. To do so, we must find ways to proactively address subscriber issues.

Ultimately the idea of delighting subscribers comes down to frictionless experiences. No one’s internet will always work perfectly. Subscribers will often face challenges, which is why support teams are on the front lines of optimizing the subscriber experience.

So, how do you move from a reactive support model to a proactive strategy that anticipates subscriber needs? You start with data, then you build customer journeys that fit your subscribers.

Proactive support starts with an end-to-end view of every subscriber interaction, built with data and stored in the cloud. In this Beacon issue, you can read about how CTC changed strategies in the middle of the pandemic to a Broadband in a Box™ solution that allowed the Minnesota-based BSP to keep up with surging demand while also reducing operational costs.

As Anita Hollenhorst, CTC’s business development and communications director, writes, Broadband in a Box’s success rested on supporting new and existing subscribers using the Calix Support Cloud (Support Cloud). Support teams proactively monitored activation cycles, ensuring subscribers successfully completed installations and their networks were optimized.

The Power of the Cloud

Cloud technology such as Support Cloud is helping BSPs create new models of support based on data and subscriber segmentation. Think of Netflix, how one of the world’s most famous streaming services builds content journeys for their customers using data based on a watcher’s viewing habits. The streamer’s content library is too overwhelming for anyone to navigate without a little help, so Netflix creates roadmaps for their subscribers which —showing them only shows and movies content relevant to their previous interactions.

I see a lot of parallels between the Netflix model and the strategies customer support teams can deploy to give their subscribers the best possible experience. Whereas Netflix segments its audience by desired content, support teams can create journeys for subscribers based on the level of attention each unique subscriber requires.

There are the “do it yourselfers,” who know how to leverage their CommandIQ^® mobile app to address problems themselves. These subscribers are usually the last to call for support; they are tech-savvy, and they know how to complete simple troubleshooting tasks.

The “do it with me” crowd may still have some tech knowledge, but they are also more reticent to troubleshoot issues on their own. For example, they may know their residential gateway is in the wrong place to reach every room in the house, but they still want guided help from support teams to ensure they’re finding the residential gateway's proper placement.

Then there’s the “do it for me” subscribers, the ones that may be less confident in their tech skills and literacy. They are quick to call customer support, require more care and attention, and generally rely on the discretion of support teams for their internet needs.

When you can start to identify and segment your subscribers into these buckets, you can build efficiencies that save the business time and money. The “do it yourselfer” will likely shun a truck roll or even a support call, while the “do it for me” subscriber needs a phone call, a truck roll, and a follow-up from support. There’s no reason to treat every segment the same. By identifying the subscribers that require less attention, you can divert resources to those who do.

Build Data-Driven Support Strategies

When you leverage data to build proactive support models, you can create efficiencies that save time and money. You can do this while delighting your subscribers with customer support journeys that fit their needs, their lifestyles, and their expectations.

One of the early joys of taking on the chief customer role at the Calix has been meeting with so many of you—learning more about what makes your BSP unique and how you are transforming your communities. I look forward to seeing even more of you at Calix ConneXions this October.