Magazine article CRM Magazine

Tuning in to Customer Demands: A Cable Provider's Path to Better Service Is Laid through SinglePipe Communications

Magazine article CRM Magazine

Tuning in to Customer Demands: A Cable Provider's Path to Better Service Is Laid through SinglePipe Communications

Article excerpt

* Tell us about your organization. CMA Communications is a leading independent cable-television company based in Dallas. As a small-to-midsize multiple service operator, we own and operate over 40 cable systems in Louisiana, Mississippi, Texas, and Nevada. We provide cable TV, video, high-definition--all those great video services--as well as Internet and telephone to both business and residential clients.

* What were your customers asking for? Our customers are consistently asking for a telephony solution as an alternative to the encumbering providers in our market. They are becoming much more educated about [Voice over Internet Protocol]. Upon researching, we found that VoIP service was the most versatile of phone solutions out there today. The [Session Initiation Protocol]--based offering seemed to be the most flexible service we could offer onto our existing networks. The features available were much richer than other telephony services.

We reviewed dozens of alternatives before ultimately choosing SinglePipe Communications, a facilities-based provider of wholesale residential and business VoIP services. I think our decision to go with SinglePipe was based on our strategy and success related to selecting strategic partners. We prefer to look at them as an extension of our organization and as more of a partner relationship than as a vendor relationship. SinglePipe demonstrated that ability to be nimble and had the key skills to do that. This partner relationship is similar to our other strategic-partner relationships, which are very important to us.

* How has the implementation process gone? One of the main reasons we chose SinglePipe was due to its demonstration of being able to integrate the product with our billing system and with our modem-provisioning partner. They not only agreed to integrate, but they did it in record time. The integration truly is the key ingredient. We signed a contract with SinglePipe in early 2008; we just launched commercially to paying customers in the late spring. Our first system, which we had been beta testing for about six to eight weeks, is in Laughlin, Nev. In May we were complete with our billing system. We didn't start the integration until February so it really was what we in the industry would consider record time for such a large-scale integration of a product. They were the only vendor that demonstrated the ability and willingness to do that in that time frame.

* What have been the main rewards? Our customers have been very pleased with the product: There have been no service issues to date; the features are great. …

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