Calix Subscriber Journeys User Guide

Calix Subscriber Journeys User Guide

Marketing Blueprint:

Your Guide to Subscriber Journeys

We understand the challenges you face as a broadband service provider (BSP) marketer. You are responsible for a seemingly endless array of initiatives and activities, from developing strategies and executing campaigns to drive revenue, to enhancing the subscriber experience to increase satisfaction, to creating a positive brand perception to build loyalty, to engaging with the community to raise visibility and foster goodwill—and everything else in between. You need to manage a wide range of stakeholders, keep abreast of trends shaping customer demands, navigate complex regulatory requirements, and fend off competitive threats from both emerging and traditional players. And, of course, you need to deliver amazing results with relatively limited budgets and resources.
To help you excel in your marketing efforts, we’ve put together a series of marketing-specific guides that explore some of the foundational elements of marketing. This marketing blueprint focuses on subscriber journeys.

What is a customer or subscriber journey?

The subscriber journey (also known as a customer journey) maps the progression of your subscriber’s experience from the start of the relationship (awareness) through later stages (advocacy/loyalty). It’s important to note that the subscriber journey never really ends but continues with a focus on building advocacy and loyalty. Further, there is no one-size-fits-all approach to subscriber journeys—they can adapt to meet the specific needs of your broadband business, whether your organization is large or small, established or just getting started.

When should you be engaging with your subscribers?

To maximize success, you should be engaging with your subscribers at every stage of the journey. For BSPs, these stages might include

• Awareness (subscriber visits a website after seeing paid social media post)
• Consideration (evaluates plans and pricing)
• Acquisition (contacts the BSP to sign up)
• Onboarding (tech installs service/sets up app and CSR follows up)
• Activation (subscriber adds enhanced services after receiving mobile notification)
• Retention (gets proactive notification on service limit hits and upgrades service)
• Advocacy/Loyalty (receives anniversary gift, fills out NPS survey, and refers a friend)

The exact timing of your outreach will depend on the campaign/opportunity/issue you are addressing. For example, in the spring, you may run a campaign promoting managed Wi-Fi services and connected home solutions for subscribers who recently purchased summer vacation homes. Or leading up to the winter holiday period, when subscribers might want more home entertainment options, you could push tier levels that would support high- bandwidth streaming or gaming and send notifications to educate subscribers about creating guest networks for visiting relatives and friends.

USE CASE : During the onboarding process, this Wisconsin service provider takes the extra time to ensure that subscribers download and set up their managed
Wi-Fi mobile app. The result? An astounding 80 percent of subscribers have adopted the app. In addition to the critical self-service
capabilities the app provides, the BSP can directly communicate information on new offers, service outages, and helpful tips, building loyalty and increasing subscriber satisfaction.

Why is it important to create a subscriber journey?

The subscriber journey unites your entire organization—marketing, sales, operations, customer support—in a holistic approach to deliver an exceptional subscriber experience. It enables you to plan touchpoints to connect to your subscribers at each stage of the lifecycle. It allows you to tailor your messaging and channels for specific audience segments, personas, and campaigns, increasing the relevance and resonance of and receptiveness and response to your marketing. Successful execution at each stage of the subscriber journey can help you boost ARPU, reduce support calls and unjustified truck rolls, increase satisfaction (expressed in higher Net Promoter Scores (NPS) or referrals), build brand loyalty, and lower churn.

USE CASE: This

Nebraska-based service provider focuses on ensuring their   subscribers’ satisfaction and earning their loyalty every day. Each year, they check in and conduct NPS surveys on their customers’ service anniversaries. The result?
They recently achieved an NPS of +71 for technical support, compared to industry average scores that hover around zero

What communications channels should you leverage to maximize engagement?

You will want to employ a multichannel marketing approach to meet your customer at every step of their journey, delivering a consistent message via any channels you use: email, social media, SMS, in-app mobile notifications, digital advertising, or outbound calls. The key to success is selecting the channel(s) that will appeal most to each specific audience segment—home- workers may respond better to in-app mobile notifications, while gamers might want to be reached by SMS only and desire far fewer contacts. And, of course, you’ll want to select the channels that will deliver the highest open and conversion rates and ROI.

USE CASE: This Colorado-based service provider has been able to segment their subscriber base and target them with customized packages to tailor their individual Wi-Fi experience. The result? In a matter of months, the BSP ran three different upsell campaigns, resulting in an ROI of up to 300 percent, and increased adoption of its premium Wi-Fi service to 50 percent of its subscribers.

How do you create a subscriber journey?

A key in creating the journey is truly understanding your subscribers. You hold a vast amount of subscriber data, but the challenge is to transform it into the intelligent insights that will help inform and drive the journey.
That’s precisely why we developed Calix Engagement Cloud—designed specifically for BSP marketers, the platform combines behavioral and transactional data automatically, enabling you to create audience segments, craft tailored messaging, and deliver the message via the right channel at each stage of the subscriber journey. With Engagement Cloud, you can discover actionable insights on subscribers, simplify subscriber data analytics to reveal subscriber preferences, and elevate your business with targeted data for campaigns that will deliver results.

Calix also provides a full range of Market Activation content and tools, including the Electronic Content Builder and Market Activation Video Editor (MAVE), to help you quickly, easily, and cost-effectively run omnichannel marketing campaigns that showcase your brand. Integration with leading email platforms such as Mailchimp and social media platforms like Facebook make it easier than ever for you to plan and execute marketing programs to support your subscriber journey. With Engagement Cloud, MAVE, and the Electronic Content Builder you’ll be able to streamline marketing workflows and get campaigns to market faster and more efficiently.
Calix Engagement Cloud is an essential foundational element in a comprehensive, organization-wide approach to the subscriber journey—all systems and departments come together to deliver an unparalleled subscriber experience.

WE INVITE YOU TO LEARN MORE ABOUT CALIX ENGAGEMENT CLOUD: VISIT OUR SOLUTION PAGE OR CHECK OUT OUR CUSTOMER SUCCESS STORIES PAGE TO LEARN HOW OTHER BROADBAND SERVICE PROVIDERS ARE SUCCEEDING WITH ENGAGEMENT CLOUD

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References

• Calix | Calix Services | Calix Software | Calix Inc

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