Written by Amy Ralls | Oct 11, 2022 4:00:00 AM
From the Publisher's Desk Is fiber a commodity, a dumb pipe, an expensive to deliver commoditized service? Or is it a pathway to customer loyalty, enhanced branding and more? Fiber is anticipated to grow to
$29.7 billion by 2026. According to a report by Salesforce, that’s not simply a top number of a big build out that thereafter is slow to show ROI. Salesforce is suggesting that CSPs can gain traction, right at the customer level, by successfully onboarding customers, initially meeting, and exceeding their current needs, and then creating a lifecycle long relationship, the possibilities fiber makes possible, create loyal and connected customers. Two things must occur:
marketing automation to efficiently engage the right customers and
seamless service to do good customer retention. [caption id="attachment_159279" align="alignright" width="363"]
"Considering that the market for fiber is anticipated to grow to $29.7 billion by 2026, the upside for providers is tremendous. Nevertheless, the expense and complexity of installing fiber means providers typically take a staged, strategic approach to market expansion."[/caption] Marketing automation means personalized marketing. Highly targeted, focused, granular and sticky. This means using tools to find consumers and then very exactly match each consumer with a basket of expected needs and solutions.
Marketing Cloud Engagement ,
Marketing Cloud Intelligence, leads to
Marketing Cloud Personalization. The report recommends
Tableau. We learn about finding the customer, winning an initial sign-on with products they need, streamlining implementation and then retention with engagement and loyalty programs. The strategy looks out over the horizon and aims at grabbing the next two generations of consumers, early on, just at or before long habits and brand loyalties form. CSPs are facing long term challenges from many sides, including rising investment costs, uncertain ROI on current infrastructure investments and on-going commodification of services. The words fiber, brand, consumer, and loyalty, are not naturally to be found in a single sentence. Saleforce’s report argues that with the application of marketing automation, efficiently finding the customer, matching, and then exceeding customer needs, fiber can deliver customer loyalty. That means long term health for the CSP.
Read the Report