This is the first of a four-week series on how to make customer service your most effective community broadband marketing tool.
Communities are pursuing various strategies to get faster better broadband. Is yours one of those communities that are issuing RFPs for needs assessment studies? If so, you should devote some of this assessment to studying the secret that’s driving the success that cities such as Chattanooga, TN, Salisbury, NC and Danville, VA are having?
When you look at the dozens of success stories, particularly those such as Lafayette, LA, Reedsburg, WI and Wilson, NC that faced the gazillion-dollar marketing might of huge telcom and cable companies, you find marketing is the key to their success. But not marketing in the form of slick brochures and funny YouTube ads. Effective customer service is the marketing equalizer that’s giving the broadband David’s the upper hand over incumbent Goliaths.
Reedsburg, a town of 10,000 people, faced not one but two industry behemoths, Verizon, whose wireline assets were later bought by Frontier, and Charter Communications. Outsiders probably thought the Reedsburg Utility Commission’s (RUC) fiber network was doomed from the start, but the public utility’s former Marketing and Sales Director Catherine Rice understood early what would be the keystone to their marketing success.