Fierce Network recently had an interesting article about Consumer Cellular. This is a cellular MVNO that you might not have heard of. For those not familiar with the term, an MVNO is a cellular company that buys wholesale minutes and data from one of the large cellular carriers and markets the cellular product under its own brand name. Consumer Cellular operates on the AT&T network.
The company was founded over thirty years ago, aligns with AARP, and has always marketed to older cellular customers. Consumer Cellular stresses affordable cell plans, and its average revenue per customer is around $30 per month. The most interesting thing about the company is that it is growing while many other MNVOs are shrinking. The company has grown to over 4.4 million customers and is still seeing continued customer growth.
Consumer Cellular credits its success to the fact that it doesn’t use AI chatbots to answer online customer inquiries, as is being done with most other cellular companies. Consumer Cellular answers all customer calls with a live person.
The company is also rapidly expanding retail stores at a time when some of the bigger companies have been closing retail stores. Consumer Cellular opened its first retail store in Florida in 2022 and now has over 70 locations. The company has plans to expand to between 200 and 300 stores. The company sees big benefits from the retail stores. Customers who enroll at the stores have lower churn. The company says that people who visit a store also tend to buy higher-end phones and subscribe to larger monthly plans after they can see the options in person compared to online.
Most ISPs can’t duplicate Consumer Cellular’s success. The company is unique because of its older demographic. Consumer Cellular has embraced something that many smaller ISPs have known for years. Small ISPs universally tell me that one of the key secrets to success is that they know their customers. Smaller ISPs have thrived on having customer service calls answered live and having knowledgeable technicians. I know ISPs competing against big cable companies who say their live and responsive customer service is one of their primary advantages when competing against a big cable company.
However, this is changing, even for many smaller ISPs. Not all customers want to talk to a person. Consumer Cellular is unique because of its older demographic, but ISPs serve customers of all ages. Many customers would rather communicate using chat, text, social media, or email. I see many of my clients expanding the ways that customers can communicate with them. The ultimate customer service platform would give each customer the choice of how to communicate. But that can be expensive for ISPs that don’t have a lot of customers.
At least one big ISP went to the opposite extreme. For a long time, Starlink had no live customer service reps, and customers were expected to interface through an AI chatbot. The web is full of reviews from Starlink customers who got frustrated because they couldn’t talk to a person and walked away from the company. However, the company now has some live customer service reps based in Latin America that can be reached after customers start with a chatbot. Starlink has an unusual customer service challenge since it operates worldwide across a huge range of languages.
Some of the biggest ISPs are already experimenting with AI bots on customer service websites, meaning customers are chatting with a computer instead of a person. If they are not already being approached, I expect smaller ISPs will be seeing salespeople offering to integrate AI into their processes. I would caution smaller companies about taking this plunge. There is a lot of rumbling from large companies that AI customer service isn’t acting the way they were hoping for. The AI industry is still young, and there is likely going to be a shakeout at some point where a lot of the companies offering services using somebody else’s AI platform could disappear overnight. Small ISPs should think hard before giving up their local advantage and letting computers talk to their customers.







