CABA Information Series

IS-2008-150: Know Thy Customer: Customer Analytics to Drive Value-added Services

This paper from Parks Associates examines value-added services that Internet service providers (ISPs) might offer to enhance revenue beyond delivering broadband access.  Some companies offer trouble-shooting, but miss the opportunity to sell other services while fixing a PC.  Serving a home network is a growing business area.  Parks proposes custom analytics: a database to help ISP customer service sell additional services based on individual customer needs to enhance revenue, reduce churn, and reduce costs.  An example of how this can be done is presented from HiWired, a company that provides support for the digital home.  Parks recommends “holistic digital home support.”






















(Adobe PDF File)