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Charter Communications Marketing

To connect people and businesses with reliable communication services by becoming America's premier connectivity company

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To connect people and businesses with reliable communication services by becoming America's premier connectivity company

Strengths

  • SCALE: Second-largest cable operator serving 32M customers
  • INFRASTRUCTURE: Robust fiber/coax network covering 55M premises
  • BUNDLING: Strong triple-play offering drives 65% attachment rates
  • SPECTRUM: Valuable wireless spectrum enhances mobile offerings
  • BRAND: Spectrum brand carries 78% recognition in served markets

Weaknesses

  • SATISFACTION: Below-industry customer satisfaction scores (NPS 32)
  • DEBT: High leverage ratio of 4.5x limiting investment flexibility
  • CHURN: Residential customer churn rate of 1.4% above competitors
  • PRICING: Limited competitive pricing flexibility in key markets
  • DIGITAL: Lagging digital-first customer experience capabilities

Opportunities

  • BROADBAND: Rural market expansion potential of 6M new households
  • 5G: Enhancing mobile offerings through expanded MVNO agreements
  • ENTERPRISE: SMB segment expected to grow 15% in connectivity spend
  • STREAMING: Bundling partnerships with major streaming platforms
  • IoT: Smart home and business connectivity ecosystem development

Threats

  • COMPETITION: Fiber overbuilders targeting 35% of Charter markets
  • REGULATION: Expanding net neutrality and privacy regulations
  • CORD-CUTTING: Pay-TV subscriber losses accelerating by 8% annually
  • WIRELESS: Mobile carrier fixed wireless offerings gaining traction
  • SATCOM: Low-earth orbit satellite internet entering rural markets

Key Priorities

  • EXPERIENCE: Transform digital customer experience to reduce churn
  • CONVERGENCE: Accelerate wireless/home connectivity convergence
  • EXPANSION: Strategic rural market expansion with targeted offerings
  • PARTNERSHIPS: Develop value-add streaming and IoT partnerships
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To connect people and businesses with reliable communication services by becoming America's premier connectivity company

ELEVATE EXPERIENCE

Transform customer journey into industry-leading experience

  • DIGITAL: Increase mobile app daily active users by 35% to 8.5M through enhanced self-service capabilities
  • SATISFACTION: Improve NPS from 32 to 40 by implementing AI-driven personalization across all touchpoints
  • RESOLUTION: Reduce time to resolution by 30% through predictive support and automated troubleshooting
  • JOURNEY: Redesign top 5 customer journeys reducing friction points by 50% and increasing conversion by 20%
POWER CONVERGENCE

Accelerate wireless and home connectivity integration

  • PENETRATION: Increase Spectrum One bundle penetration from 22% to 30% of residential customer base
  • ATTACHMENT: Achieve 45% mobile line attachment rate in new broadband subscribers, up from current 32%
  • RETENTION: Reduce churn by 25% for customers with three or more bundled services through targeted offers
  • UPGRADE: Convert 500,000 single-service customers to multi-product relationships through AI recommendations
EXPAND REACH

Execute strategic market expansion with targeted offerings

  • FOOTPRINT: Launch service in 250 new rural communities reaching 350,000 potential new households
  • ACQUISITION: Achieve 25% market penetration in new markets within first 6 months through hyperlocal marketing
  • SEGMENTS: Develop and launch 3 new segment-specific offerings for underserved demographics with 15% uptake
  • PARTNERSHIPS: Establish 5 local community partnerships in expansion markets driving 20% higher awareness
FORGE ALLIANCES

Develop valuable streaming and IoT ecosystem partnerships

  • STREAMING: Integrate 3 additional premium streaming services into Spectrum bundles with exclusive pricing
  • SMART HOME: Launch Spectrum-branded smart home solution with 5 integrated partner devices and 100K installs
  • ECOSYSTEM: Develop open API platform enabling 25+ third-party service integrations with our network
  • VALUE-ADD: Create partnership-driven loyalty program achieving 35% enrollment and 22% engagement rate
METRICS
  • NET ADDS: 650,000 total net customer relationship additions by end of 2025
  • CONVERGENCE: 30% of customers in triple-play relationships including mobile
  • NPS: Improve Net Promoter Score from 32 to 40 across all service lines
VALUES
  • Customer-first mindset
  • Innovation and agility
  • Operational excellence
  • Community commitment
  • Diverse and inclusive culture
Charter Communications logo
Align the learnings

Charter Communications Marketing Retrospective

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To connect people and businesses with reliable communication services by becoming America's premier connectivity company

What Went Well

  • MOBILE: Mobile line additions exceeded targets by 18% reaching 725,000
  • ENTERPRISE: Business services revenue grew 8.2% outpacing forecasts
  • ARPU: Average revenue per user increased 3.7% to $117.45 monthly
  • RETENTION: Improved retention in Spectrum One bundle subscribers by 15%
  • EFFICIENCY: Operating margin expanded by 120 basis points to 41.2%

Not So Well

  • VIDEO: Video subscriber losses accelerated to 395,000, above estimates
  • BROADBAND: Residential internet net adds of 175,000 missed by 60,000
  • COMPETITION: Market share losses in 5 metropolitan areas to fiber rivals
  • CAPEX: Capital expenditures exceeded guidance by $218 million (7.2%)
  • MARKETING: Customer acquisition costs increased 11% year-over-year

Learnings

  • BUNDLING: Convergent service bundles drive 32% higher retention rates
  • SEGMENTATION: Targeted marketing to high-value segments improves ROI
  • DIGITAL: Digital-first customers show 22% higher lifetime value
  • COMPETITION: Speed alone no longer primary differentiator in broadband
  • ENGAGEMENT: Regular app engagement reduces churn probability by 28%

Action Items

  • EXPERIENCE: Accelerate mobile app feature development for self-service
  • CONVERGENCE: Expand Spectrum One bundle with enhanced value proposition
  • TARGETING: Implement AI-driven micro-targeting for acquisition efforts
  • RETENTION: Deploy predictive churn models with proactive interventions
  • DIFFERENTIATION: Develop and market network reliability metrics
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To connect people and businesses with reliable communication services by becoming America's premier connectivity company

Strengths

  • DATA: Rich customer usage data across 32M relationships
  • INFRASTRUCTURE: Extensive computing and network capabilities
  • ANALYTICS: Established analytics team with ML deployment experience
  • PERSONALIZATION: Early success with AI recommendations (42% uptake)
  • AUTOMATION: 25% of customer interactions already AI-assisted

Weaknesses

  • TALENT: Limited specialized AI engineering talent bench depth
  • INTEGRATION: Siloed data systems hampering unified AI initiatives
  • ADOPTION: Slow internal adoption of AI tools across departments
  • GOVERNANCE: Incomplete AI ethics and governance frameworks
  • LEGACY: Technical debt in core systems limiting AI implementation

Opportunities

  • PREDICTIVE: Predictive maintenance reducing network outages by 30%
  • PERSONALIZATION: AI-driven content and offering recommendations
  • EFFICIENCY: 40% support cost reduction through AI-powered tools
  • SECURITY: Enhanced network security through AI threat detection
  • SEGMENTATION: Micro-targeted marketing improving conversion by 25%

Threats

  • COMPETITION: Tech giants with superior AI capabilities entering market
  • PRIVACY: Increasing privacy regulations limiting data utilization
  • PERCEPTION: Customer wariness about AI use in telecommunications
  • DEPENDENCY: Over-reliance on third-party AI platforms and solutions
  • DISRUPTION: AI-powered new entrants with lower operational costs

Key Priorities

  • EXPERIENCE: Deploy AI-powered personalization across all touchpoints
  • OPERATIONS: Implement predictive network maintenance at scale
  • TALENT: Build specialized AI team through hiring and upskilling
  • GOVERNANCE: Develop comprehensive AI ethics and governance framework