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Jun 18, 2021

How ISPs Can Create Enduring Customer Value


Updated: July 18, 2022


Sometimes, standing out as an ISP does not come easy, and this process becomes even harder when there are so many options for customers. However, the Internet is an essential and indispensable part of subscribers’ lives. Therefore, ISPs have the freedom and possibility to get to know their customers on a deeper level. 

One can say that ISPs essentially have the responsibility to customers to offer them security in their networks, understand their needs, and offer them personalized services in addition to the standard services they offer. We will talk about each of these in more detail. 

See just how easy it is for you to offer customers value, more bang for their buck, and see your mutual relationship flourish. 


1. Foster Security

One of the most important points to cover about the responsibilities of ISPs is fostering security in their customers’ networks. ISPs play a vital role in providing a secure network for themselves and their users. You are in the best position to provide security because you are the central gateway to the Internet that connects the systems and infrastructure.

People believe that ISPs must provide the three basic Data security considerations:

  1. Data Confidentiality,
  2. Data Integrity,
  3. Data Availability.

ISPs need to defend against intrusion attempts and attacks on their networks by providing a secure network design to minimize risks and provide security. Furthermore, the ISP should make customers aware of the security risks that exist for them as Internet users.

This could be in the form of an ISP policy statement or a disclaimer. These serve as proof that the customers are informed of the potential risks associated with navigating the Internet, and they have accepted this risk. The customer should also receive printed materials that explain the security risks and what they can do to prevent them. Lastly, an ISP can also offer this security information on their website, with direct links to other security-oriented websites and software. 

2. Understand Your Customers

To understand your customers, ISPs must set out to educate first. To properly do this, you must identify the key problems you need to solve. 

In the case of network security, internet users do not generally know when or if their network systems are compromised, and they do not have the adequate knowledge or expertise to implement security measures accordingly. This is where ISPs can employ defensive measures against attacks, and implement firewall and network filtering technology to secure the network. 

Building trust with customers is another way to make sure you understand them. ISPs can do this in several ways:

  • Understanding customer privacy — Protecting customer privacy is important nowadays, especially with this looming possibility of having it compromised. Training materials should be mandatory for the team, executives, and managers dealing with customer data. 
  • Get to know them on a deeper level — If you value what they love (get to know their family situation, ask about their last trip, etc.), trust inevitably follows. 
  • Share your learning and successes — We learn new things from our clients every day. Give them a platform and opportunities to talk about services (using a feedback management system) or likes and dislikes, and reap the benefits. Apply changes where possible, and customers will see that. Every person wants to contribute in some way. So make sure to tell your customers how they have contributed to your personal development. Let them know insights and the growth you have had as a result of your collaboration. 

3. Offer Personalized Bundles of Services Based on Customer Personas

Personalizing your services for added customer value will also ensure that your business is not stretched too thin. Additionally, personalization gives you more time to gather feedback on the services, if you have or have not met subscribers’ needs, and how to better tailor future services. 

Take premium services as an example. Consider the following:

  • Tie in a referral program — offering a customer referral program to existing customers will generate more buzz for your premium services and existing internet service plans. 
  • Target your email campaign — an excellent way to get subscriber attention is through a targeted, personalized email campaign. This is especially useful if you can segment your customer base through initial customer surveys or neighborhood data. For example, you may address larger homes with a personalized email regarding a WiFi extender plan add-on. Segmentation increases the likelihood of premium services through targeted and catered messaging.
  • Let numbers speak for themselves — use real-life examples (with your plan add-on, one subscriber was able to improve their WiFi signal throughout their home) or statistics, and you will reach your subscriber base with information with which they can identify and relate.
  • Bundle services — current subscribers are probably already happy with their existing services. New subscribers, however, can benefit from bundles of premium services with the standard ones you already offer so they are upgraded from the start.

4. Offer Your Own Alternative for Their Email Address

Sometimes even though an ISP also offers email services, it is not the safest or most secure option for their customers. None of the more well-known mail services cater to data territoriality, nor do they take privacy very seriously. Luckily, there are alternatives.

Axigen offers a plethora of goodies and add-ons to fit all ISP mail server needs. Axigen’s ISP powerful mail server leverages advanced, proprietary architectures to provide fast and reliable performance. 

Some of the features include:

  • Localized and brandable standard WebMail interface (available in over 29 languages) — a big plus to increase the stickiness of your customers
  • Flexible service offerings for customers, customizable for each business model 
  • Multi-tenant infrastructure
  • Calendaring and collaboration features (for meetings, tasks, etc.)
  • Extensive security toolset (with the possibility of add-on features) 
  • Flexible administration and server options

This is only naming a few. Among all of these features, several possible add-ons can customize your server to your specific needs. 

5. Offer Premium Email Separately

Once you start offering a better email experience to users, some might be interested in adding on multiple inboxes — for themselves, their family members, friends, or even for their business.

Email that’s free and also guarantees privacy, security, and freedom from big business is hard to find. It’s even harder to find reliable email server providers you can use to offer adequate support. And having it be white-labeled decreases the options you have even more.

Fortunately, as we said above, Axigen offers just that, and clients such as VentraIP continue to rely on our mailboxes for their premium, branded email hosting.

Customers will appreciate the option and it will increase the value of the services they receive, and their opinion of your business relationship will grow. All you need is a mail server software like Axigen and a manager that can oversee this project.

Customers that Feel Valued Will Stick Around

ISPs have a big responsibility, as we have mentioned, to make their customers feel safe, included, offer them personalized options, and most importantly, understand their needs. This comes down to the quality of engagement that a customer has with your service and ultimately comes down to whether or not they will stay with you in the long run. You can read more about this in our article about customer stickiness and ISPs. 

Thankfully, there is an added layer of protection and security through Axigen. With a motto like “move safely forward, on your terms,” we take network security, personalization, and customer support extremely seriously. 

As an added bonus, we have a 24/7 support and assistance feature, so a customer never feels like they are alone in their journey towards having a safe mail server. Create your interface on top of Axigen and brand it accordingly with one of the most secure email solutions today!