The ultimate goal of a Tap Audit is to reduce lost revenues through the elimination of unsubscribed services while simultaneously increasing sales through discovery and up-selling.
Why Tap Audit
Maximization of revenue opportunities in this area is more critical now than ever before. In contrast to other countries where DSL dominates the competitive landscape, the majority of subscribers in the US Broadband market are cable subscribers. Fortunately, for cable operators, DSL growth is not showing much improvement and competition is usually limited to a very few providers.
However, between the economic recession, market saturation and the expansion of fiber optic networks, DSL and cable growth rates are expected to decline over the next five years. The result is an opportunity to identify current subscribers who may upgrade and potential subscribers (those that have found a way to obtain free service) in your market.
Here are five types of customers that you should audit for cable, internet, and telephone.
- Low level subscribers – Current customers with minimum service levels on subscribed to products. These subscribers may be unaware of additional opportunities or may have found a method to enhance their service level without additional fees.
- Customers who recently canceled a cable, internet or telephone service but still use at least one service. Reasons for cancellation may economic, the ability to remove blocks on the service line.
- Single service subscribers – example: only internet access but no cable. Great for up selling and also identification of unsubscribed for services.
- Apartment complexes – especially in low subscriber level complexes. High target area for pilfered services or unauthorized expansion of approved commercial contracts.
- City housing projects and other clustered living environments. Same as above.
Now you know who to target is it’s time to develop the proper tools to enable your auditors to function most efficiently. The first objective is to train your auditors to recognize the opportunity to make a sale and then provide them with the skills/training necessary to be able to convince potential subscribers to become paying customers. Properly trained auditors are one of your largest strategic advantages for identifying possible sales that your competitors haven’t identified (DSL, FIOS, satellite).
The second goal is providing your auditors the tools necessary to work most efficiently, have a current client history on hand, perform credit checks and be able to make on-the-spot decisions and the submissions of sales. Traditionally, this information has been available on street sheets (that could be out of date) and by calling for more information. Automating the process of providing this information to auditors is key to enabling them to be an effective first line of sales.
Equipping your auditors with mobile devices with relevant information is a best practice. Check back soon for an article Top 5 Reasons to Use Mobile Devices for Door-to-Door Sales.