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By Beth Denning, Cox Communications

Seeing is believing. After a customer experiences the lightning quick speeds of broadband Internet access, and the impressive navigation and array of choices provided by digital cable, it becomes hard to resist signing up for these services. And it's no longer adequate just to hand a customer a remote control, hook up the set-top and say "enjoy your service." Early adopters and tech-savvy users notwithstanding, customers today require in-depth education about how to use cable products and services.

Cox Communications has conducted significant research to determine how customers want to learn about and purchase digital services. A large percentage of surveyed customers said they are confident buying from consumer electronic retailers located near their homes such as Radio Shack and Circuit City. Surprisingly, more than 21 percent indicated they also would consider purchasing from a Cox showroom where they could try out products themselves and ask questions from educated company representatives.

To meet customer needs, Cox has pursued a two-part retail strategy that includes both third-party retail partnerships and Cox-owned showrooms. Within the last year, national contracts with select retailers have been signed and the company is in the process of setting up hundreds of retail distribution points throughout the country. In many cities, high-speed modems consistently are selling off the shelves.

Using payment centers

For Cox-owned showrooms, we decided to leverage existing payment centers, the locations of which are familiar and convenient for customers. To date, we've converted and opened showrooms in California, Georgia, Louisiana and Rhode Island. Splashy grand opening celebrations helped mark the events, supported by consumer marketing programs to generate awareness of the facilities. It's still early in the program, but Cox already is enjoying significant sales activity. As we move forward, our goal is to convert approximately 25 percent of our payment centers into retail stores.

Staffing the showrooms requires a change in the mindset and training of the people who work there. Payment centers historically employed individuals who were very capable of assisting customers with accounts, but weren't necessarily adept with selling services. As a result, we've trained our employees in sales competencies, teaching them to demonstrate and explain products, as well as engage customers to purchase services. Through strategic hiring and extensive training, Cox will continue to put into place people who provide customer service and sell products.

We also have updated our facility layouts to encourage greater customer interaction. In some locations, counters have been removed to eliminate barriers between employees and customers. Demonstration kiosks are placed in high traffic areas, so customers walking in will see them--even if they are visiting the store just to pay their bill. Cox offers an array of individual services, including Cox Digital Telephone, high-speed Internet access and Cox Digital Cable--all of which are on display, depending on availability. In a no-pressure environment, customers may sit down in front of a TV or a PC and do things such as navigate the on-screen program guide, explore the parental lock or surf the Internet at high speed.

For customers, it's similar to being at home. And for Cox, it's resulted in many new service subscriptions.

Beth Denning is director of sales for Cox Communications. She may be reached at .

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