Deep insights from usage patterns guide campaigns for new service offerings and upgrade opportunities
SAN JOSE – October 4, 2018 – Calix, Inc. (NYSE:CALX, news, filings) today announced that Mountain Rural Telephone Cooperative (MRTC) leveraged the unique insights provided by Calix Marketing Cloud to refine their marketing campaigns for upgrading service offerings, delivering a 56 percent campaign take-rate. Mountain Telephone has been working with Calix to gain insights into service issues individual subscribers face. Moving to Calix Marketing Cloud has expanded the rural operator’s use of analytics to include larger cross sections of their subscriber base, greatly extending the capabilities of the co-op’s small marketing team.
Mountain Telephone’s first campaign with Calix Marketing Cloud revealed that despite their charter to provide reliable, quality broadband to the communities they serve, a number of subscribers were peaking beyond their current service tier and, therefore, becoming frustrated by their experience. Despite MRTC’s significant investment in fiber technology with Calix Active Ethernet, many of their customers were still subscribed to legacy service tiers. With Calix Marketing Cloud, the co-op was able to determine which subscribers were on legacy tiers and hitting their service limits. An upgrade campaign targeting these customers garnered a 56 percent take rate. Just as important is the enhanced experience these subscribers are now seeing as overall service limit hits have decreased by 54 percent.They are now planning their next marketing campaign, targeting another wave of customers who are hitting their service limits.
“Calix Marketing Cloud has been instrumental in giving us the visibility into subscriber usage we need to live up to our mission of providing a top quality experience to our subscribers,” said Shayne Ison, general manager of Mountain Rural Telephone Cooperative. “The ability to see which of them are having issues enables us to help them choose the broadband plan that will meet their connectivity needs and not leave them frustrated by inadequate service.”
Founded in 1950, Mountain Rural Telephone Cooperative is a member-owned co-op which provides communications technology to residents and businesses in four counties in eastern Kentucky and offers extended calling service to 10 additional counties. The co-op provides fiber broadband to approximately 9,400 subscribers.
“Mountain Rural Telephone Cooperative is a great example of a service provider that is proactively using behavioral analytics to ensure that their subscribers are having the best possible experience,” said Michael Weening, executive vice president of field operations for Calix. “Calix Marketing Cloud reinforces this relationship by enabling them to target service offerings to the right subscribers at the right time.”
Calix, Inc. (NYSE: CALX) – Innovative communications service providers rely on Calix platforms to help them master and monetize the complex infrastructure between their subscribers and the cloud. Calix is the leading global provider of the cloud and software platforms, systems, and services required to deliver the unified access network and smart premises of tomorrow. Our platforms and services help our customers build next generation networks by embracing a DevOps operating model, optimize the subscriber experience by leveraging big data analytics and turn the complexity of the smart home and business into new revenue streams.
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