Rural carriers do not need to be at a disadvantage when competing against the likes of Verizon, AT&T, T-Mobile and Sprint, with Fortegra laying out 7 tips
When you mention wireless carriers, most people think of the big four: Verizon Wireless, AT&T Mobility, Sprint and T-Mobile US. But what about the numerous regional carriers that continue to fight the good fight and provide their customers with quality mobile service and support?
Small but mighty, regional wireless carriers make up roughly 4% of all cellular connections. In the midst of a number of acquisitions of regional carriers in recent years, keeping up with the big dogs of mobile might seem like a daunting task. However, there are a few things regional wireless carriers can focus on to ensure they still have a seat at the table. If you’re a regional wireless carrier struggling to position yourself in the market, keep these tips in mind.
Play up accessibility and responsiveness
Because most regional wireless carriers are located in more rural areas, when customers call in for support they’re able to quickly reach someone just a few miles away. This type of accessibility and responsiveness is unique to regional carriers and emphasizing it can set them apart from the big dogs. No one likes being put on hold or transferred from service rep to service rep over and over again. By promoting accessibility and quick response times, regional carriers can stand out from the mobile crowd.
Protect customers by protecting their devices
Who wants to pay out of pocket for a new device when one suffers a mishap? Nobody. By offering a variety of protection options a regional carrier can enhance the overall value of its offerings. And because it’s not a huge carrier, customers won’t have to wait in long lines to fulfill their claim, saving time, money and tons of stress if and when anything goes wrong. Plus, these plans are a benefit to the carrier’s bottom line as well, providing a zero-shelf-space product that can pull extra cash into the business.
Create better relationships with OEMs
As a little guy in the business, it’s important to create and maintain solid relationships with original equipment manufacturers. Having a positive relationship with an OEM ensures the carrier doesn’t get left out when popular products are released to carriers. Being able to take advantage of major releases to offer the latest and greatest is key to repeat business and could make or break revenue goals for a regional carrier.
Offer BYOD plans for new customers
Hey, easy is better, right? Bring-your-own-device plans allow for easy activation by preventing customers from shelling out big bucks for a new device they don’t actually want. Offering a BYOD plan can help customers save money up front and will allow the carrier to appeal to a wider demographic of mobile users. Plus, if customers get the BYOD option up front, the carrier is likely to gain their trust, providing yet another shot at repeat business.
Stand out by offering unique devices
Something that regional carriers can offer that the big four often can’t is a unique lineup of devices. While there’ll always be a segment of customers who want the latest iPhone or Samsung devices, rural carriers can win over customers who are looking for a specific device they can’t find anywhere else. In fact, some regional carriers are offering smartphones exclusive to their carrier, allowing their customers to enjoy a reliable smartphone at a more reasonable price than what it would cost from the big boys.
Incentivize customers to switch to your network
We’ve all heard about T-Mobile US’ relatively new incentive to buy new customers out of their existing wireless contracts. It’s delivered a lot of media attention and, as some might argue, has solidified its position as a powerhouse in the market. But guess what? Regional service providers can offer the same incentive. In 2010, Cellular South, now known as C Spire Wireless, offered to pay early termination fees for customers wanting to switch to their network. Bingo. Now, that’s what I’d call dedication to customer service, which brings us to our last point.
Make customer service your No. 1 priority
The biggest asset regional wireless carriers have to offer is top-notch customer care. In addition to playing up accessibility and responsiveness, successful carriers go above and beyond to ensure their customers always have a positive and memorable experience. Follow up with them a day or two after helping them with a service issue, or send them a handwritten note when they order a new phone. Little touches like these go a long way in creating lifelong loyalty. Making customer service the No. 1 priority is the most valuable thing a regional wireless carrier can do for its business. Ensure that customers feel wanted, supported and valued, and they’ll want nothing more than to keep the carrier as their provider for the long run.
Despite smaller demographics and lesser-known brands, regional carriers have a lot to offer. If regional carriers apply these guidelines to assert themselves in the mobile marketplace and differentiate themselves from their competitors, they’ll always be able to run with the big dogs of wireless.
Kevin Cundiff is VP of retail for Fortegra Financial Corporation, a Tiptree Financial Inc. company. Its subsidiaries comprise a single-source insurance services provider that offers a range of consumer protection options including warranty solutions, credit insurance and specialty underwriting programs. Delivering multifaceted coverage with an unmatched service experience for both partners and their customers, Fortegra solves immediate, everyday needs, empowering consumers to worry less and experience more.
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