On January 14th of this year, Verizon had a major cellular network outage that lasted up to ten hours and that impacted more than 1.5 million wireless customers. Not all Verizon customers lost service, but the impact was felt across the country. Recon Analytics conducted a survey of 1,702 small, medium, and large Verizon business customers to understand their reaction to the outage. I can’t recall having ever seen a public survey of this type related to a single event. The results tell a sobering story for all ISPs and carriers.
The biggest impact was felt by the large businesses, and 44% of them said they were impacted by the outage. That makes sense they tend to operate in multiple locations, across multiple states, with a lot of employees that can be impacted by a day-long outage. 33% of medium-sized businesses were impacted, and 21% of small businesses. On the flip side, only 3% of large businesses were not aware of the outage, while 7% of midsize and 12% of small businesses hadn’t heard about the outage.
For all sizes of businesses, about two-thirds said the outage didn’t change their opinion of Verizon. That’s a scary statistic for anybody who sells to businesses, because it means one-third changed their opinion. About 5-6 % of all these customers said they were much more negative about Verizon, with 32-35% said they were somewhat more negative.
When asked if they were more likely after the outage to shop around for an alternative to Verizon, small businesses were the most forgiving, with 28% saying they were more likely to shop around, while 50% of midsize companies, and 59% of large businesses said they were likely to look for alternatives. Anybody who has worked is sales and marketing knows that there is a big difference between somebody who will consider changing service and somebody who will definitely change service.
But still, the survey results have to be worrisome for Verizon. The Verizon business sales team had been pushing the story for years that the reason to Verizon is because the service is reliable. An outage that lasted throughout a workday is the opposite of reliable.
While this survey concerned a long cellular outage, it’s something ISPs should also be aware of. Not only business customers, but also residential customers now believe that cellphone and broadband coverage should always be on, and never off. My friend Travis, who owned US Broadband, tells the story of how he had a ten minute outage in the middle of the night in Minneapolis, after years with no outages, and his negative Google reviews went through the roof.
It’s virtually impossible to never have a network outage, at least in some portion of a network. The Verizon outage of ten hours was particularly negative for the public, especially after the company eventually said the cause of the outage was some unspecified software issue. We don’t expect big companies to have software problems they can’t resolve quickly.
This outage raises the issue of what ISPs and carriers should do after an outage. First is probably having an internet definition of what constitutes an important outage – is it an outage that lasts ten minutes, an hour, or half a day? Should an ISP pretend short outages didn’t happen, or should they fully explain outages to every customer who was impacted?






