Time Warner Cable Business Class _ Frost & Sullivan Position Paper

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Time Warner Cable Business Class _ Frost & Sullivan Position Paper

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Time Warner Cable Business Class _ Frost & Sullivan Position Paper

  1. 1. Loyalty: Achieving a Leadership Milestone Time Warner Cable Business Class Tonya M. Fowler
  2. 2. 2 Loyalty: Achieving a Leadership Milestone TABLE OF CONTENTS Significance of U.S. Business Communications Executives' Choice of Primary Network Service Providers: Company with the Highest Loyalty Award ...3 Key Industry Challenges Addressed by Time Warner Cable Business Class ..........................3 Best Practice Award Analysis for Time Warner Cable Business Class.............................................................3 Time Warner Cable Business Class’s OFFERINGS in the Primary Network Service Providers Market .................4 Key performance driver for time warner cable business class ...........................................................................4 Deciphering Customer Loyalty.............................................................................................4 CONCLUSION ..............................................................5
  3. 3. 3 SIGNIFICANCE OF U.S. BUSINESS COMMUNICATIONS EXECUTIVES' CHOICE OF PRIMARY NETWORK SERVICE PROVIDERS: COMPANY WITH THE HIGHEST LOYALTY AWARD Key Industry Challenges Addressed by Time Warner Cable Business Class Time Warner Cable Business Class (TWCBC) is positioned within a crowded communications market, contending with strong ILEC, RLEC, and CLEC competitors that offer compelling product portfolios. Therefore, it is imperative that TWCBC offers the appropriate product portfolios to attract business customers. Time Warner Cable Business Class’ national network comprises an optical fiber core network, metro fiber networks, and dense local hybrid fiber-copper access infrastructure over which they are offering an expanding range of Ethernet-based network solutions. This national network allows it to provide the appropriate service needs to all business types and sizes. But attracting business customers is not enough—the more difficult task is maintaining the business customer relationship. TWCBC is not complacent as it seeks to be highly communicative with its business customers, specifically, communicating regularly with business customers through newsletters and an account management portal. Furthermore, TWCBC places an increasing emphasis on account management, in order to nurture customer relationships. BEST PRACTICE AWARD ANALYSIS FOR TIME WARNER CABLE BUSINESS CLASS The Frost & Sullivan Choice Award is a prestigious recognition of Time Warner Cable Business Class’ accomplishments in the primary network service providers market, from the perspective of business customers. Specifically, a panel of experts—Business Communications Executives— were surveyed to assess which primary network service providers their businesses use and their likelihood to switch. Upon careful evaluation of the Business Communications Executives opinions by Frost & Sullivan’s own data research expert panel—that combined have more than 50 years of data evaluation experience—Frost & Sullivan recognizes TWCBC as the Primary Network Service Provider with Highest Loyalty. “The Time Warner Cable Business Class team of sales consultants, engineers and technicians thoroughly assessed our needs, analyzed our onsite server and storage room, and developed a tailored solution that was both economically feasible and workload sufficient.” Ramy Katrib, CEO, DigitalFilm Tree
  4. 4. 4 Loyalty: Achieving a Leadership Milestone TIME WARNER CABLE BUSINESS CLASS’S OFFERINGS IN THE PRIMARY NETWORK SERVICE PROVIDERS MARKET TWCBC is a division of Time Warner Cable (NYSE: TWC). It offers a full complement of business communications tools (i.e. phone, Internet, Ethernet, cable TV, and security solutions) to small-and medium-sized businesses and enterprise-sized companies. Yet, that is not all it offers. Since its founding in 1998, TWCBC has continually expanded its offerings to include: data, video and voice services to businesses of all sizes, cell tower backhaul services to wireless carriers and, through its NaviSite subsidiary, a full suite of managed services, including Application Services, Enterprise Hosting, and Managed Cloud Services. Today, TWCBC serves approximately 450,000 business customers throughout Time Warner Cable’s markets. KEY PERFORMANCE DRIVER FOR TIME WARNER CABLE BUSINESS CLASS Deciphering Customer Loyalty Successful companies not only focus on earning customers, but keeping customers. Acquiring new customers is significantly more expensive than retaining customers (roughly six times more), so it just makes business sense (and “cents”) to invest in customer retention in order to reduce new customer replacement costs related to lost customers. Achieving strong customer loyalty is a leadership milestone that most companies seek to achieve—and one that TWCBC has earned. Specifically, Business Communications Executives of differing primary network service providers were asked about their company’s business relationship with their provider. Eight out of ten (83 percent) Business Communications Executives’ with TWCBC have a low likelihood of switching—and none have a high risk of switching. (These results are above Time Warner Cable Business Class’ competitors.) A key factor that can help lower switching behavior, thereby increase customer loyalty is “improving customer support/customer care.” Specifically, offering an array of communication channels is critical in meeting customers’ needs—especially if your customer base is diverse by industry and size. "Our nurses and support staff work from both onsite and offsite locations and need the flexibility of reliable high- speed Internet and faster speeds. Teleworker is the right product for our staff, as it provides quick, secure remote access. When hiring new staff to work in remote locations, Time Warner Cable is always our first choice for internet service. Time Warner Cable Business Class also affords our employees the tools necessary to perform their job in a timely manner, which is highly important in the healthcare environment.” Lori Flinchum, Accounting and Human Resource Manager for Call-A-Nurse, LLC
  5. 5. 5 TWCBC understands this and has achieved strong customer loyalty because it already has embedded in its customer relationship structure varied channels for which its customers can contact representatives and receive information—covering both push and pull approaches. Specifically, TWCBC ensures that its representatives are contacting customers on a regular basis—nurturing the relationship. Furthermore, it provides customers with regularly published newsletters and access to online customer portals. Overall, TWCBC attempts to provide transparency to its customers. TWCBC also attracts its customers by offering the superior technology needed to support businesses. Its technology is flexible enough to meet the needs of small businesses to large enterprises. Given the diversity of Business Communications Executives surveyed—36 percent from small-size businesses, 45 percent from medium-size businesses, and 19 percent from large enterprises—indicate that TWCBC successfully tailors its offerings to meet the needs of diverse businesses independent of their size. CONCLUSION In Frost & Sullivan’s opinion, TWCBC has effectively leveraged its expertise in the primary network service providers market and has achieved high customer loyalty through keen understanding of its customers, strong communicative efforts, and flexible technology offerings. Based on the aforementioned factors, Frost & Sullivan is proud to present the 2012 U.S. Business Communications Executives' Choice of Primary Network Service Providers: Company with the Highest Loyalty Award. “I’ve been very impressed, because the level of customer service and network monitoring is excellent. And the price savings have been enormous.” Brian Kleinfall, Information Technology Director, Medical Contracting Services, Inc

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