The Independent Show 2024 (TIS) is known for being entertaining and educational, and this year’s annual gathering was no exception! To celebrate NCTC’s 40th anniversary, organizers choose Nashville for the setting, delivering an impressive experience that combined the vibrancy of Music City with insightful programming. From improvisational songwriting sessions to thought-provoking speakers, the event exemplified innovation in addressing industry challenges. This year’s theme, Faster, Farther, Together, highlighted how data—whether in AI, customer experience, or market trends—is a fundamental asset, coming from everywhere and in many forms.
Something we talk about a lot at Syndeo Institute is how data is not just numbers in spreadsheets. It is multifaceted, coming from all directions and often in forms that can’t be immediately measured. Whether it’s listening to customers, watching interactions, or learning from non-traditional sources, data points can tell a broader, richer story.
We saw this come to life at TIS during a creative songwriting lunch where local improvisational songwriters took input from attendees to craft a song. They distilled what we do as an industry—problem-solving, customer service, and connection—into lyrics. This unique approach to data collection was an example of how non-linear thinking and creativity can bring data points to life in unexpected ways.
Key Takeaway: Look at everyday activities through a different lens to better understand the nuances of customer needs.
AI was a prominent focus throughout the show, with discussions centering on its role in customer service. Independent operators shared their varying levels of AI adoption, using it to automate tasks like bill payments, while ensuring more complex issues, such as troubleshooting or repair requests, are handled by humans. While AI can lighten workloads and streamline processes to go faster, a customer-first culture must remain at the forefront.
One data point that struck a chord was how operators use AI to monitor customer interactions. Some companies utilize AI to track emotional cues and language shifts during calls, then use this data to train customer service representatives.
Key Takeaway: A feedback loop is invaluable for improving the human element in customer interactions, ensuring the use of AI doesn’t detract from the personal connections that define great service.
Panel discussions delved into evolving customer expectations in streaming services. OTT (over-the-top) fatigue—where consumers become overwhelmed by the sheer number of streaming platforms and subscriptions—has led to increased churn and burnout. Many customers are now seeking a return to the simplicity of linear bundles or are willing to tolerate ads to save money. This shift presents an opportunity for providers to better understand and cater to changing consumer behaviors.
A keynote from award-winning producer and media expert Evan Shapiro highlighted the success of “lifestyle” bundles like Amazon Prime, which integrate services from shipping to video and music into a single package, making it difficult for customers to leave. Creating a “sticky” value proposition by offering integrated services that meet multiple needs will ensure customers want to use your services.
Key Takeaway: When you consider customers’ needs, include younger perspectives and insights. Think of the Millennial head of household and use those lifestyle data points to drive your business forward.
Independent operators shared their experiences navigating the complexities of accessing the $42.45 billion BEAD (Broadband Equity, Access, and Deployment) Program funding aimed at expanding high-speed internet access across the U.S. The challenges are considerable from time-bound phases and workforce training to steep learning curves for smaller companies. However, the collaboration between NCTC, ACA, and state broadband offices is helping operators manage the process and advocate for necessary resources.
Key Takeaway: This collaboration shows how working together—across operators, regulators, and communities—will help the industry expand farther into underserved areas, driving better connectivity and growth.
The conversation around NCTC’s MVNO service revealed some of the challenges independent operators faced during the launch of its mobile offerings. From a customer experience (CX) standpoint, one major learning was the need for more customer education and service—something many smaller operators hadn’t anticipated. NCTC is leveraging this feedback to evolve the program and improve future rollouts.
Key Takeaway: When companies not only gather data but also actively use it to refine their offerings they pave the way for continual growth and better customer service.
By blending the creative storytelling of Nashville with cutting-edge industry insights, TIS hit all the right notes. As the industry moves forward, operators must continue to innovate, using data to not only solve problems but also to connect with customers in meaningful, human ways.
