Business Sales and Marketing
Our business sales and marketing team lead the development and implementation
of smart solutions and personalized service to our customers. Our business sales
organization is extensive, including over 202 business sales offices throughout
the United States and 2,719 sales employees focused on meeting the needs of
our business customers. Our sales and marketing approach is supported by our
wide array of products and services delivered over our extensive fiber transport
network, leveraging other providers where necessary.
Business sales and service are conducted through:
the direct sales force, which accounts for the majority of our new sales;
our account management team, who also supports existing customers by advising
and assisting them with their communications needs;
our business call centers, which provide customer service and also generate
new sales and upgrades;
our indirect sales channel, which partners with third-party dealers who sell
directly to customers; and
third-party agents, who refer sales of our products and services to our direct
sales force.
In addition, our carrier sales team specializes in sales of special access
and wireless backhaul services to other telecom carriers.
Consumer Sales and Marketing
Our consumer sales and marketing strategy is focused on driving top line revenue
performance through bundled product sales and value-added account revenue growth
with the goal to grow our broadband revenues and minimize household losses.
We employ the following principles to achieve these goals:
Product simplification: We sell double and triple play bundle packages to consumers
at competitive price points, offering high-speed Internet, voice and video services
at a better value than when purchasing those services individually or from different
providers.
Product enhancement: Value-added services to our high-speed Internet product
and faster Internet speeds deliver more value to the consumer while growing
account revenue. Unique value propositions such as the Lifetime Price Guarantee
also add value to the consumer by offering peace of mind in the form of a steady,
guaranteed monthly bill. These enhancements drive performance through both account
revenue growth and improved customer retention.
Message integration: A single, resonant, consistent consumer message is delivered
across all advertising mediums to generate high consumer awareness and strong
sales channel interactions. The consumer brand has also evolved to drive positive
consideration and differentiation in the highly competitive high-speed Internet
market. The brand is founded on the concept of commitment, with renewed focus
on a positive customer experience built on the principles of fairness, innovation,
value, and loyalty coupled with a local presence.
Consumer sales are made through various distribution channels giving new and
existing customers choices in how they interact and experience our products
and services. Additionally, we offer customers the opportunity to order service
and purchase a number of products designed to enhance their existing services,
such as tablet computers, telephones and accessories at any of our 31 retail
stores located in our local service areas. We augment these traditional channels
with online sales and national agents.
