Frontier Communications tapped media and marketing company Red Ventures to help it build a new digital platform to fuel subscriber growth as the operator works to deploy fiber to 10 million locations by the end of 2025.
Work will focus on creation of a digital hub capable of identifying and engaging new Frontier customers and improving the online experience for existing subscribers. The multi-year partnership will see Frontier collaborate with Red Ventures’ Red Digital marketing division, which boasts a proprietary AI-powered technology platform that can make it easier for consumers to “find information and relevant products and services for their homes,” according to the company’s website.
John Harrobin, EVP of Frontier’s consumer division, said in a statement “Our priority is simple: create the very best customer experience for our current and future customers.” He added the partnership will “will allow us to grow our consumer base on pace with our accelerated fiber expansion plans.”
The deal also includes the creation of a talent development program to boost Frontier’s in-house digital capabilities.
Last month, Frontier raised the target for its fiber rollout from 6 million to 10 million locations by the end of 2025. On a call with investors, executives said the operator expects to have a “steady state” customer base of 4.5 million fiber subscribers and $4 billion in adjusted EBITDA once its planned deployment matures. It currently has approximately 2.8 million total broadband customers including both fiber and DSL.
At the time, Frontier president and CEO Nick Jeffery said that in addition to accelerating the pace of its buildout, the company was focused on revamping its customer experience to “create deeper relationships which over time develop strong loyalty.” He noted it had identified four key priorities: communicating a clear value proposition, providing personalized engagement, connecting with customers in their channel of choice and identifying potential issues before they arise.
Jeffery said initial efforts to proactively tackle customer issues were already yielding “strong” results, stating it received 10% fewer calls per account in July than it had at the beginning of the year.