The world of internet service providers is undeniably competitive, with countless options available to customers. In Northern America, where broadband penetration has reached an impressive 92%, the challenge for ISPs lies in convincing people to switch from their existing providers. To thrive in this competitive landscape, ISPs must adopt innovative strategies to differentiate their services and attract customers from competitors.

Find Your Potential Customers’ Pains & Frustrations

The first step in convincing people to switch to your ISP business is to identify and address their pain points and frustrations. Both active and passive switchers represent valuable target audiences.

Active Switchers

Active switchers are individuals who have grown dissatisfied with their current ISP due to issues like slow speeds, unreliable service, or other shortcomings. These customers are actively seeking a superior solution to their problems. To attract active switchers, you must:

• Conduct market research to understand the specific pain points of dissatisfied customers.
• Tailor your services to address these pain points, focusing on reliability, speed, and customer support.
• Highlight these improvements in your marketing materials to draw in active switchers looking for a better solution.

Passive Switchers

Passive switchers may not have immediate issues with their current ISP but are open to switching if they find a better deal or proposition. To capture the attention of passive switchers, consider:

• Offering competitive pricing plans and packages that provide clear benefits over their current subscriptions.
• Highlighting the potential savings and added value your ISP offers compared to their current provider.
• Emphasizing the ease of switching and the benefits they can enjoy without significant disruption.

Create Your Unique Value Proposition

In today’s market, many ISPs seem indistinguishable from one another. To break free from the cycle of price competition, you must craft a strong and unique value proposition (UVP) that sets your ISP apart. Here’s a step-by-step process to create a compelling UVP:

1. Identify what makes your ISP unique, such as faster speeds, exceptional customer service, or specialized offerings.
2. Start your UVP by addressing a common customer pain point.
3. Describe how this pain point affects customers negatively.
4. Explain how your ISP alleviates this pain point effectively.
5. Assess whether more than a quarter of your competitors can make the same claims. If they can, your UVP isn’t unique.
6. Clearly convey your unique selling points to customers through various marketing channels.

By following these steps, you can craft a UVP that resonates with potential customers and differentiates your ISP from the competition.

Transparency in Speeds and Data Usage

To further strengthen your value proposition, provide clear and transparent information regarding upload and download speeds, as well as monthly data usage. Most consumers may not understand technical terms, so translate these figures into consumer-friendly language. For instance, explain that streaming an hour of Netflix video consumes approximately 1-3 GB of data. This clarity helps customers make informed decisions about their internet plans.

What Is Your Pricing Strategy?

Pricing is a critical factor for customers when choosing an ISP. In rural areas with limited options, customers often compare prices among providers. To formulate an effective pricing strategy, consider the following:

Match or Differentiate: Decide whether you want to match the pricing of larger competitors or offer unique pricing plans that provide better value.

Avoid Generic Messaging: Refrain from relying solely on generic messages like “Speed, Reliability, Service.” These points are essential but don’t differentiate you from competitors.

Highlight Value: Showcase the value customers receive from your pricing, such as faster speeds, unlimited data, or value-added services such as Cybersecurity Solution for Customers.

According to a survey conducted by Forbes, the average monthly price for internet services among 37 American ISPs nationwide stands at $65, which aligns with the results of a previous study by Consumer Reports. Consumer Reports reported a median monthly internet expense of $74.99 in the previous year.

Even if the prices of the local provider are higher but the service is superior, customers are ready to pay for it.

Here is an example of a common offer from telcos:

AT&T: No contract & equipment fees, Speed, Reliability, $35 – $50 /month

Optimize Customer Onboarding

Efficient and streamlined customer onboarding is a critical aspect of any ISP business. It sets the tone for your customer’s experience and can significantly impact customer satisfaction and retention. When onboarding is swift and hassle-free, it is another selling point to persuade prospects to switch to your services.

Case Study: Primo, New Zealand

Primo, a well-established company in the ISP industry, initially had reservations about switching to a new solution. They recognized that transitioning to a different system would require substantial effort and needed Big Incentives to justify the migration. To address these concerns, Primo decided to seek insights from another Splynx customer, Wireless Nation, who had already adopted the Splynx solution. The positive experiences shared by them served as a testament to the value of the product, paving the way for Primo to embrace the change.

One significant improvement that Primo experienced after adopting Splynx was the automation of their customer onboarding process. This transformation was a game-changer for Primo, making their onboarding three times faster. This remarkable acceleration was primarily achieved through the implementation of a customized sign-up form. It not only creates customer accounts but also outlines a comprehensive checklist of tasks that need to be completed during the sign-up process.

Furthermore, the sign-up form allows for flexibility by tailoring its structure to the type of customer, whether they are wireless, fiber, residential, or business clients. This adaptability ensures that the onboarding experience is precisely tuned to meet the unique needs and expectations of each customer segment.

Primo made effective use of the Splynx customer portal, allowing their clients to make online payments and access their data more conveniently, such as usage details and VoIP call records. It encouraged customers to submit support requests directly through the portal, streamlining communication and improving their overall experience. Find out more about Maximizing Support Efficiency with Ticketing Module Tailored for ISPs.

Read the full success story on our website.

Approach To the Community

One significant advantage local ISPs have over giant telecom companies is their ability to connect with the community on a personal level. Here’s more detailed info on Market traction: WISPs vs Telcos.

To foster community engagement you can:

1. Hire local staff to demonstrate your commitment to the local community.
2. Sponsor local initiatives, such as children’s sports teams or community projects, to demonstrate your dedication to local causes.
3. Operate your support center within the community to provide better customer service and foster a sense of connection.

By actively engaging with the community, you can increase your visibility and build stronger customer loyalty. Dive deeper into an article on our website about boosting sales and customer loyalty: 3 strategies for local ISPs.

Leverage Customer Reviews and Testimonials

Trust is a critical factor in the decision-making process for potential customers. To establish trust and credibility, use customer reviews and testimonials effectively:

1. Collect and showcase written and video testimonials from satisfied customers.
2. Incorporate these testimonials into your digital and offline marketing materials to build social proof.
3. Highlight specific benefits and experiences shared by customers to demonstrate the value of your services.

Check out the proven way ISPs can get more positive Google reviews on our website.

Final thought

In a competitive ISP market, convincing people to switch to your ISP business requires a strategic approach. Differentiation, transparency, and community involvement are key elements in winning the trust and loyalty of your target audience, ultimately driving the success of your ISP business.