A Strategic Partnership: When Wholesalers and ISPs are in Sync, Everyone Wins
The effectiveness of a network wholesaler-local Internet Service Provider (ISP) partnership is crucial, as it directly shapes a business customer’s experience regarding service quality, pricing, and support. A successful relationship is built on open communication, trust, and a shared commitment to the customer's success, moving beyond a purely transactional model to a strategic collaboration.
Understanding and Meeting Expectations
The wholesaler/ISP model involves three key players: the wholesale provider, the local ISP, and the business customer. Each has specific needs that must be met for the relationship to thrive:
The Network Wholesaler relies on local ISPs to act as their on-the-ground partners for sales, marketing, and front-line customer service in local markets. The ISP is expected to have a strong local presence and technical fluency.
The Local ISP depends on the wholesaler for network services and technical support. Critical needs include reliable coverage, adherence to performance Service Level Agreements (SLAs), diverse services, and quick responses to price quotes and project updates. A good wholesaler must also lead with innovation to help the ISP stand out in an increasingly commoditized broadband market.
The Business Customer expects, at minimum, to receive the network performance defined in their SLA, alongside prompt, transparent customer service committed to their success. The ISP's ability to meet these expectations
relies heavily on a strong wholesaler partnership.
Cultivating a Productive Partnership
Roles and Processes: The local ISP typically owns the customer relationship and partners with the wholesaler. Their ability to serve that customer, however, requires a well-defined set of roles and responsibilities with the wholesaler. This can be formalized as a secondary SLA, outlining Key Performance Indicators (KPIs) and metrics for their working relationship—separate from the network performance SLA—and monitored through regular reviews.
Clear Channels of Communication: Well-defined escalation paths are necessary for reporting issues. A unified platform or API can streamline interactions, order tracking, and real-time updates. The wholesaler must also proactively inform the ISP of planned maintenance so the ISP can communicate with customers.
Agile Account Development: The local presence of smaller ISPs, combined with an agile wholesale partner, provides a competitive edge over tier-1 national providers. This local knowledge allows them to identify and quickly respond to new business opportunities, service upgrades, and evolving market needs.
Big Enough to Deliver, Small Enough to Care
Some wholesalers view their role as merely a utility provider, but others, like Shentel Business, view it as a strategic, collaborative partnership. Shentel Business demonstrates this by offering meaningful differentiators to help their ISP partners create value-added opportunities. A key example is providing DDoS protection for Dedicated Internet Access (DIA) services at no extra charge, which is a rare offering, especially in rural areas.
Additionally, Shentel Business includes 24/7/365 local network monitoring and support and conducts Quarterly Business Reviews (QBRs) with its ISP partners. These QBRs ensure alignment on performance metrics, customer calls, trouble tickets, and network expansion plans.
Ultimately, the "secret sauce" is a shared vision of success. When the wholesaler and ISP are aligned on goals, the day-to-day job of ensuring coordinated communications, clearly defined roles, and collaborative account development fall into place. This alignment builds a more robust and resilient network ecosystem, ensuring the long-term success of both partners and, most importantly, the end customer.
To learn more about Shentel Business’s Wholesaler network services, visit their Wholesale and Carrier Services webpage