CETS Announces Winners of 2022 Best in Class Marketing Awards

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Calix wins Call Center Award; MTA wins Retail Award; Bell Canada wins Alternate Channels Award at the CETS 2022 Annual Meeting held in San Jose, CA on April 5, 2022.

The Customer Experience & Telco Sales Association (CETS) recently announced the winners of the CETS 2022 Best in Class Awards.

“Each year, CETS (http://www.cets.org) recognizes teams and companies that demonstrate innovation and excellence related to customer experience and telco sales,’’ said Ellis Hill, President of ResearchFirst, Inc., CETS’s management firm. This year’s awards went to two service providers, MTA and Bell Canada, and one vendor company, Calix, each of which executed best in class practices over the last year."

The winners are:

1. Calix (http://www.calix.com) “Subscriber Quality of Experience (QoE) Score”

Subscriber Quality of Experience (QoE) Score is a new holistic measure that gives customer support representatives (CSRs) an at-a-glance understanding of the entirety of a customer’s experience. Introduced in November 2021 within Calix Support Cloud, a purpose-built solution for telecom customer care/support organizations, the Subscriber QoE Score captures a customer’s end-to-end network experience from premises to the access. Because the Subscriber QoE Score automatically collects a range of experience-related data, it does not depend on input from the subscriber. This objective, holistic measure gives broadband service providers (BSPs) a more accurate representation of satisfaction. This measure can capture a moment in time or extend over a longer period, based on historical data. Armed with this information, BSPs can focus on specific areas and can take action (as needed) to ensure a positive subscriber experience.

“The Subscriber Quality of Experience (QoE) Score within Calix Support Cloud is the world’s first comprehensive measure that makes support teams smarter, faster, and better,” said Martha Galley, Executive Vice President of Customer Engagement and Services at Calix. “The actionable data about the performance of both the Wi-Fi and the WAN service, helps streamline support operations, bolster subscriber satisfaction and loyalty, and proactively address potential issues before they become a problem.”

2. MTA (http://www.mtasolutions.com) “Retail Rotate”

MTA has historically prioritized maintaining a physical presence within their community in order to meet members where they are. During the pandemic, they made the difficult decision to close all physical locations, which left them to conduct business solely over the phone. The customer experience has always been at the forefront of their minds, so they sought to reestablish a physical presence for our members while abiding by local, state, and federal safety regulations. They began planning their retail approach in Q2 2021 and fully implemented the plan by Q3. When they first opened their retail location to the public, they did not initially see a large response. With each passing month, they saw an increase in customers who preferred to come into their retail location instead of interacting over the phone. Currently, their retail location is still successfully operating under this plan.

“CETS is more than an organization of telco professionals. It is a collective think tank of connoisseurs of the industry who gather in a safe space to share ideas and best practices. Together we analyze what is working and what is not to aid in our collective success in our home territories. Our team at MTA is extremely honored to win the CETS Best in Class award for 2022,” said William Spear, Sales Manager at MTA.

3. Bell Canada (http://www.bell.ca) “Creating a new, innovative way for customers to buy”

This program from Bell allowed for individuals or small businesses to visit the Bell website and schedule an on-site/in-person appointment with a Bell marketing agent at the location of a customer’s choosing. Based on a variety of factors, agents are assigned and the appointment confirmed in real time. During the visit, the Bell marketing agent has a conversation with the customer and ultimately recommends the appropriate Bell products for the customer’s needs. As these agents are 100% externally contracted teams, there were complex regulatory and compliance challenges around privacy to consider. These were overcome by due diligence on Bell’s end and the sophisticated use of technology available to them to ensure that all regulations were being strictly followed. This initiative launched in June 2021 and while initially spearheaded in Atlantic Canada, it continues to run in markets throughout Canada today.

“This program was successful due to the valiant effort from multiple stakeholders and contributors. When there is a well put together team in place, you have the recipe for success,” said Robert Josey, Senior Manager of Sales Operations at Bell.

About CETS

The Customer Experience & Telco Sales Association (CETS) brings together professionals from the service provider and vendor communities within the Telecom industry responsible for direct and indirect sales channels, customer care and the customer experience. Members share channel best practices and industry trends in these areas with respect to all products and services sold by Telco providers.

Please see our website at http://www.CETS.org for more information or to apply for membership.

Executive Director: ResearchFirst, Inc. (http://www.researchfirst.com)

Tags / Keywords: CETS, telecom, telco sales, internet telco, service provider, best in class, retail, call center, alternate channels, MTA, Calix, Bell Canada

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