21712 - SCTE Broadband Nov2022 COMPLETE v1

26 Vol. 44 No. 4 - November 2022 Issue from the industry For more information, see www.calix.com At this point Broadband took a chance and asked the million dollar question. What does that monetisation strategy look like once the build is done? Dan raised his eyebrows and said, “The recipe for our secret sauce? You really want to know? And am I going to give it up in this interview?” He made me wait. “Ok sure. Here goes:” Take responsibility for the wifi quality in your customer’s home. Get to know them. Solve their problems for them, before they become an issue. Dan Bloch’s Customer Service Bible Shift your company mindset from the network to the consumer Create Your Brand 1 2 How much am I willing to invest in my brand and my service? 3 What’s my service going to look like? 4 Problem solve for your customer 5 What will my brand be? How will I create it? How will l maintain ubiquity of that service level in everything I do, whether it’s the experience of hitting my website and signing up for service? How will it work when I have a billing question? Create that enthusiasm about being your customer. Every time you interact with my organisation I want to hear you say, I love these guys! I hate paying you every month. But I love these guys. What incremental managed services am I going to provide on top of the broadband itself? Tie them in. Encourage brand loyalty. “ISPs need new ways to differentiate and grow their brand in an increasingly competitive market,” said Dan, “and we are answering the call with the launch of the Calix Revenue EDGE solution in the U.K. market so that even the smallest altnet can think beyond speed and offer new managed services that will set them apart in the marketplace. Building your brand by providing customer relevant connected experiences with incredible customer service no matter which network you deliver on is how you create a differentiated proposition and side-step the race to the bottom on pricing. We’re excited to see U.K. providers reaping the benefits of the Calix Revenue EDGE, a proven and tested solution that will help them to grow ARPU, create upsell opportunities, increase subscriber satisfaction, and eliminate churn.”