Montana-based Telecommunications Cooperative Nemont Dramatically Improves Broadband Service Tier Upgrades and Managed Wi-Fi Campaign Results
Calix Inc. announced Nemont Telephone Cooperative has been using Calix Marketing Cloud to focus and streamline its marketing campaign segmentation to generate new service revenues. A leading local exchange carrier (LEC), Nemont delivers broadband to over 14,000 square miles across the Northeastern part of Montana and into North Dakota, serving varied residential and business subscribers from many small rural communities to growing oil boom cities like Williston, ND. As Calix Marketing Cloud highlights the subscriber behaviors that are primed for specific service packages, Nemont is seeing impressive take rates of up to 59 percent on new campaigns, while driving 50 percent increases in subscriber sign-ups on existing offers.
“When serving a rural and vast service area like we do at Nemont, it is important to be as efficient as possible while ensuring our subscribers receive broadband services that are on par with those available in urban areas,” said Scott Paul, director of wireline operations at Nemont. “With Calix Marketing Cloud, we have made significant progress on both of those goals as we can now target the right subscribers at the right time, and in the right way, to raise the quality of their experience.
Nemont’s phenomenal upsell campaign results speak for themselves:
- The Broadband “Speed Bump” Campaign – Over the course of a four-week period, Nemont leveraged Calix Marketing Cloud behavioral analytics to create the ideal subscriber profiles to target, driving a whopping 59 percent take rate for increased Internet speeds. These subscriber profiles had high usage of gaming and/or streaming applications but were on lower service tiers. With the speed increase, subscribers instantly received better application performance, while Nemont realized a return on investment (ROI) of 262 percent with a single campaign.
- Whole Home Wi-Fi Service Campaign – Nemont introduced its managed Wi-Fi service, named “Advanced WiFi.” With the help of Calix Marketing Cloud, the take rate nearly doubled from earlier Advanced WiFi campaigns and dramatically improved their subscribers’ broadband experience.
“Nemont has a long history of leading the broadband pack, as it was the first to enable a gigabit community in Montana in 2015, and that tradition continues today,” said Skip Hirvela, vice president of sales at Calix. “By utilizing Calix Marketing Cloud, Nemont is once again showing its commitment to its subscribers and ensuring they are receiving the services that are optimized for each household’s broadband needs. As Nemont expands its Advanced WiFi offering and introduces new services in the future, we are looking forward to seeing Calix Marketing Cloud analytics continue to make an impact on the success of their business.”
Recommended Read: How To Interpret And Measure KPIs In The New Age Of Marketing