TECHNOLOGY25 August 2025
Optimizing Broadband Customer Acquisition and Onboarding for a Leading Telecom Provider
At A Glance
A top Canadian telecommunications provider partnered with us to streamline their broadband customer onboarding and improve upsell performance. Despite having an illustrative installation guide and an array of video tutorials, the company continued to receive a high volume of inbound calls from new broadband customers who needed extra support. In addition, broadband upsell rates to their existing cable customers remained lower than they’d originally planned.
Industry
Healthcare / Medical Devices
Key Services
Customer Journey Audit
Onboarding Communications Design
Behavior-Based Personalization
Email & SMS Campaign Execution
Key Technologies / Platforms
Email Marketing Automation
SMS Marketing Platform
By conducting a deep diagnostic of the onboarding process, redesigning communications to proactively address customer questions, and implementing personalized upsell offers triggered by behavior, Sumeru significantly reduced support call volume and drove broadband growth.
27%
Decrease in service calls for broadband installation
11%
Increase in broadband acquisitions
8%
Increase in broadband upsell
Why Customers Were Still Calling
While broadband demand was strong, the onboarding experience was creating unnecessary friction. Customers frequently called support for installation assistance, even though guides and videos were already available. This indicated that the onboarding communications weren’t effectively preempting common questions or instilling confidence in self-installation. At the same time, upsell offers for broadband services to existing cable customers were generic and poorly timed, resulting in low conversion rates.
Our Fix: Smarter Onboarding and Timely Upsells
We started off with an extensive audit of their onboarding process. This included in-depth interviews with the customer service team to determine their recurring pain points and whether there were any gaps in their communications.
To address these findings, we:
- Designed and implemented an email journey that was specifically tailored to address the most frequent installation questions, before customers felt the need to call.
- Created personalized broadband upgrade offers that were triggered by individual customer behaviors. This allowed us to deliver messages that were relevant and well-timed.
- Delivered these upgrade offers via email and SMS to meet customers on their preferred channel and improve engagement.
This approach ended up reducing the load on the call center while also positioning their broadband upgrades as well-timed, personalized opportunities rather than impersonal and generic sales pitches.
From High Call Volumes to Measurable Gains
Within just months of launching the new onboarding and upsell journeys, the impact was clear:
- 27% decrease in inbound service calls for broadband installation
- 11% increase in new broadband customer acquisitions
- 8% increase in broadband upsell conversions
Since we removed the onboarding friction and made the upgrade offers much more targeted, the client improved both the customer experience and their revenue performance.
Embedding the Model for Long-Term Gains
The success of this project gave the client a model that they can repeatedly use. With the onboarding flow streamlined and upsell offers bringing in more revenue (and customer loyalty), the customer experience, marketing, and operations teams now have a playbook that they can continually turn to and trust.
Because the approach we implemented is centered on accurate customer insights and measurable results, it’s easy for them to adapt the approach to other parts of the business. They’re now able to apply the same mindset to other services and make each launch smoother, every offer more relevant, and every customer interaction a little more effortless.
