Broadband Communities

OCT 2017

BROADBAND COMMUNITIES is the leading source of information on digital and broadband technologies for buildings and communities. Our editorial aims to accelerate the deployment of Fiber-To-The-Home and Fiber-To-The-Premises.

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10 | BROADBAND COMMUNITIES | | OCTOBER 2017 MULTIFAMILY BROADBAND TECHNOLOGY Using Resident and Community Data Service providers already have what they need to improve connectivity experiences in multifamily housing. By Bruce Sanders / Multifamily Broadband Council and Elauwit I n the words of Steve Jobs, "You've got to start with the customer experience and work back to the technology – not the other way around." Creating great customer experiences is more than a slogan or buzzword. It is of paramount importance to the success of any telecommunications provider. Customer support can no longer focus on solving day-to-day service frustrations. Being proactive, rather than reactive, is imperative. e basics of managing resident broadband experiences in multifamily housing include a respectable list of improvement opportunities: collecting resident feedback, analyzing pain points, creating "heat maps" to prioritize major hassles and mapping the customer journey from beginning to end. However, being proactive requires more than the basics, so newer tools are coming to the forefront. Technology service providers have a vast amount of data from resident activities. ey can use this data to create a disciplined, scientific approach to serving residents. In communities with bulk service, broadband service providers can use data to support and enhance the business activities of multifamily owners and managers. An independent survey by Ian Golding and Customer Experience Consultancy found some common characteristics of companies and brands that earn consumer loyalty. By percentage of responses from highest to lowest, the list includes the following: • Corporate attitude 15.9 • Ease of doing business 14.9 • Helpfulness in dealing with problems 11.4 • Employees' attitudes 9.4 • Personalization 8.0 • Product or service 8.0 • Consistency 7.5 • Subjective feelings 6.3 • Treatment of customers 5.1 • Reliability 4.4 • Following through on promises 4.2 • Timeliness 2.6 • Employees' technical knowledge 2.3 What stands out in the list is the high ranking of attitude and helpfulness over all else, including product, reliability and technical knowledge. Focusing on these attributes can move a company from firefighting to building a compelling relationship. Companies that get the resident experience right will create long-lasting customer relationships and earn significant competitive advantages over those that compete solely on product, price or promotion. According to Forbes, 89 percent of customers say they have switched companies because of a poor customer experience. Multifamily residents have become too savvy and skillful to put up with inferior experiences. ey will either try to "adjust" a provider's network equipment to make it work better or, more likely, turn to competitors that deliver a frictionless, helpful, more relevant experience. Service providers will find their focus on customer experience profitable. According to the White House Office of Consumer Affairs, 85 percent of consumers say they will pay up to 25 percent more to ensure a superior customer experience, and acquiring a new customer is six to seven times more expensive than keeping a current one. DATA ENHANCES PREDICTIVE SOLUTIONS Smart technology providers learn to use the data they gather from serving multifamily communities to better measure user

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