WISPAPALOOZA Show Daily Day 3

8 WISPA PALOOZA SHOW I OCTOBER 8 - 12, 2018 www.bekabusinessmedia.com DAY 3 L Z OO 2018 B y leveraging the deep insights provided by Calix Marketing Cloud to refine its marketing campaigns for upgrading service offerings, Mountain Rural Telecom Cooperative of West Liberty, Ky., achieved a 56 percent campaign take rate, according to Calix. 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 its subscriber base, greatly extending the capabili- ties of the co-op’s small marketing team.  Mountain Telephone’s first campaign with Calix Marketing Cloud revealed that despite its charter to provide reliable, quality broad- band to the communities it serves, a number of subscribers were peaking beyond their current service tier and, therefore, becoming frustrated by their experience. Despite MRTC’s signifi- cant 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. It was this upgrade campaign targeting these customers that 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. MRTC is now planning its next marketing campaign, targeting another wave of customers who are hitting their service limits.  “Calix Marketing Cloud has been instru- mental 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 Coop- erative. “The ability to see which of them are having issues enables us to help them choose the broadband plan that will meet their connec- tivity 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 resi- dents 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 proac- tively using behavioral analytics to ensure that their subscribers are having the best possible experi- ence,” said Michael Weening, executive vice presi- dent 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.” m Visit Calix, Inc. at WISPAPALOOZA booth #341. Rural Telco Achieves 56 Percent Campaign Take Rate with Calix