Windstream 2013 Annual Report Download - page 104

6
SALES AND MARKETING
In order to best serve our customers, we have separate, dedicated business and consumer sales and marketing organizations.
Business Sales and Marketing
Our business sales and marketing team lead the development and implementation of smart solutions and personalized service to our
customers. Our business sales organization is extensive, including over 202 business sales offices throughout the United States and
2,719 sales employees focused on meeting the needs of our business customers. Our sales and marketing approach is supported by our
wide array of products and services delivered over our extensive fiber transport network, leveraging other providers where necessary.
Business sales and service are conducted through:
• the direct sales force, which accounts for the majority of our new sales;
• our account management team, who also supports existing customers by advising and assisting them with their
communications needs;
• our business call centers, which provide customer service and also generate new sales and upgrades;
• our indirect sales channel, which partners with third-party dealers who sell directly to customers; and
• third-party agents, who refer sales of our products and services to our direct sales force.
In addition, our carrier sales team specializes in sales of special access and wireless backhaul services to other telecom carriers.
Consumer Sales and Marketing
Our consumer sales and marketing strategy is focused on driving top line revenue performance through bundled product sales and
value-added account revenue growth with the goal to grow our broadband revenues and minimize household losses. We employ the
following principles to achieve these goals:
• Product simplification: We sell double and triple play bundle packages to consumers at competitive price points, offering
high-speed Internet, voice and video services at a better value than when purchasing those services individually or from
different providers.
• Product enhancement: Value-added services to our high-speed Internet product and faster Internet speeds deliver more value
to the consumer while growing account revenue. Unique value propositions such as the Lifetime Price Guarantee also add
value to the consumer by offering peace of mind in the form of a steady, guaranteed monthly bill. These enhancements drive
performance through both account revenue growth and improved customer retention.
• Message integration: A single, resonant, consistent consumer message is delivered across all advertising mediums to
generate high consumer awareness and strong sales channel interactions. The consumer brand has also evolved to drive
positive consideration and differentiation in the highly competitive high-speed Internet market. The brand is founded on the
concept of commitment, with renewed focus on a positive customer experience built on the principles of fairness, innovation,
value, and loyalty coupled with a local presence.
Consumer sales are made through various distribution channels giving new and existing customers choices in how they interact and
experience our products and services. Additionally, we offer customers the opportunity to order service and purchase a number of
products designed to enhance their existing services, such as tablet computers, telephones and accessories at any of our 31 retail stores
located in our local service areas. We augment these traditional channels with online sales and national agents.