The arrival of new broadband providers in your area may not always be welcomed with enthusiasm, especially when it involves loud drilling and construction work. But when that work promises to bring better internet connectivity to your doorstep, it's a different story. For many of us living in underserved areas, the chance to upgrade to full-fibre broadband is an exciting development.
Traditionally, this has been the case due to reliance on copper that is very old and delivers very slow speeds. The emergence of new alternative networks (altnets) has ensured greater speeds and reliability for dwellers in these neighborhoods, but are they just a fluke, or are they here to redefine the broadband market for the better?
The Push for Market Share by Altnet
Alternative broadband networks, or altnets in the telecom industry, are disrupting the dominance of BT Openreach and Virgin Media. Altnets are small operators driving rapid growth, expected to reach millions of homes around the UK in the years ahead.
as altnets continue rolling out fibre networks, they are investing in the competitive 'Gigabit' broadband market. With an investment of around £30 billion by 2025, the sector is expected to expand further. However, like all newcomers, there are challenges in establishing a sustainable position in the market.
Challenges for Altnets
Altnet providers enter a challenging market with various barriers, such as established incumbents, price pressure, and limited access to infrastructure and property. The biggest challenge may be brand building and delivering high customer satisfaction. Altnets may benefit from customers who are dissatisfied with larger providers, but acquiring new customers is still challenging, especially as competition increases.
Other challenges are managing service installations, offering customer support, and addressing technical issues, such as equipment setup and service reliability. These operational complexities affect the customer experience and make it difficult for altnets to establish themselves against larger players. The rapid growth of alternative networks also adds pressure to overcome these challenges.
Three Strategies to Overcome Customer Experience Challenges
Altnets must focus on three strategies to enhance customer experience and differentiate themselves from the competition in a competitive market.
1. Quality of Service and Experience (QoS & QoE)
With more consumers relying on broadband for work, entertainment, and smart-home devices, the quality and reliability of service are crucial. Altnets must ensure that their networks consistently perform well, addressing issues like slow speeds or service interruptions before they affect customers. By using data analytics and AI, altnets can monitor and improve service quality, minimizing complaints and enhancing customer satisfaction.
2. Customer Journey/Experience Design
The long-term customer loyalty stems from a seamless and intuitive customer journey. Altnets must ensure that the process of sign-up to the installation of services and all ongoing support should be simple and well-integrated. Improving the onboarding process for customers and ensuring efficient support through various channels can create a smooth experience that keeps customers engaged and satisfied.
3. Orchestrating Customer Support
However, not all customers prefer to deal with digital support channels, and some still require assistance from a live agent, especially when dealing with issues that are complex in nature. Altnets, therefore, have to make a balance between the balance between digital and voice support options, so customers can easily access help with minimal wait times or frustrations over handovers. It maintains high customer satisfaction and ensures operational costs are kept within control.
Conclusion: Future of Opportunity - Using Altnets for Tackling CX Challenges
The rise of altnets will inject much-needed competition in the broadband market. With growing government support and increasing consumer demand for better connectivity., new players have a strong chance at success. However, things will only get more complicated as bigger players up the ante.
To thrive in this fast-evolving market, altnet providers must focus on customer experience through reliable service, an easy customer journey, and flexible support options. As such, altnets can not only remain at the forefront of the changing broadband industry but lead by example.
If you’re looking for a reliable broadband provider that focuses on outstanding customer service and cutting-edge technology, consider exploring the innovative offerings from altnet providers. Start your journey toward better connectivity today—your future online experience awaits.
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