The in-home Wi-Fi experience is increasingly the deciding factor between platforms capable of delivering broadband to consumers, according to a new report published by Parks Associates and TechSee.
The report, “Seeing the Unseen: Delivering Connectivity With Confidence,” is based on a survey of 8,000 broadband households in the United States. It looks at the “direct financial and brand impact” of bad in-home connectivity. The report makes the case that self-support apps leveraging visual artificial intelligence (AI) can have a positive impact on churn risk and strengthen consumer loyalty.
According to the report’s press release, “providers are increasingly winning or losing customers based on the quality of the in-home Wi-Fi experience.”
Key findings of the research:
- More than 80% of US households subscribe to fixed home internet, and more than 25% report gigabit speeds. Despite this, performance perception drives satisfaction nearly as much as download speed.
- 40% of smart device owners say wireless connectivity loss is a common issue. Forty-one percent of those encountering device problems require professional support.
- Only about 7% of Internet households use their ISP’s app for customer support. This suggests a major opportunity to expand digital self-service capabilities.
- Wi-Fi dead spots reduce Net Promoter Score (NPS) by 17 points on average, the report found, a 27-point decline from industry norms.
“The home has become the new competitive battleground for service providers and smart home brands,” TechSee CEO Eitan Cohen said in a press release.
“Most connectivity issues originate in the physical environment, yet traditional service channels depend on verbal descriptions and remote signal telemetry. Visual AI plays a critical role in closing that visibility gap. Providers that can clearly understand and resolve what is happening inside the home will be better positioned to protect loyalty, reduce churn risk, and improve operational performance.”
As this report found, Wi-Fi is becoming a key strategic element of service provider offerings. Next month, Fidium will pair Wi-Fi 7 with 5 Gig and 8 Gig symmetrical service in some of its markets. Chief Marketing Officer Dan Sumner recently told Telecompetitor that the goal is to satisfy “prosumer” customers.
The importance of Wi-Fi is increasingly understood by the telecommunications industry. To meet the challenge, Wi-Fi must be supported by AI and machine learning, according to a recent report from the Wireless Broadband Alliance.
