The following summary has been condensed for length and readability. To listen to the full discussion, click . This episode is sponsored by and .
In this edition of The Broadband Bunch, host Brad Hine joins the action on the floor of the NTCA RTIME Conference in San Antonio, Texas, to bring listeners a conversation focused on one of the most important aspects of broadband innovation: customer experience.
Brad welcomes Elizabeth Brown, Marketing Manager at Panhandle Telephone Cooperative, Inc. (PTCI), and Brandon Johnson, Vice President of Sales at GOCare, for a discussion about what it really means to put people first in the telecom industry. Together, they break down how community engagement, digital innovation, and unified communication platforms are reshaping how broadband providers operate—especially in rural areas.
The Power of a Customer-Centric Mindset
Elizabeth Brown leads marketing, PR, and strategic initiatives at PTCI, a broadband provider based in the Oklahoma Panhandle. Under her leadership, PTCI launched the “Year of the Customer”—a focused, cross-departmental initiative aimed at radically improving the way the company communicates, supports, and builds trust with its subscribers.
What began as a one-year push quickly evolved into something bigger: an ongoing, company-wide transformation that aligns every team, tool, and decision around the people they serve.
“Our values are to put people first and to embrace drive and innovation,” Elizabeth explains. “Whatever decision we make, we make sure that the customer is best served by that decision.”
The effort includes everything from real-time customer service platforms and AI call coaching to direct outreach through esports events and smart agriculture technology. The goal: build better relationships, deliver more responsive service, and make PTCI a leader in rural digital engagement.
Why Digital Tools Matter in Rural Broadband
To support this vision, PTCI partnered with GOCare, a communications platform designed to unify all the disparate digital channels broadband subscribers use—chat, text, social, and voice—into one smart interface.
As Brandon Johnson puts it: “Being easy to do business with should be a competitive advantage. That’s what GOCare is here to support.”
GOCare’s platform integrates with existing backend systems so CSRs (Customer Service Reps) have everything they need at their fingertips: subscriber data, trouble tickets, usage history, and real-time chat interactions—whether it came in via Facebook Messenger, SMS, or web chat.
This isn’t just about technology. It’s about removing friction.
“If your UX/UI or your mode of communication doesn’t align with how people live and work today, they’ll reject it,” Brad notes. “We have to meet customers where they are.”
And increasingly, where they are is on mobile devices, outside of business hours, and looking for self-service solutions.
Esports and Economic Development: Broadband as a Community Builder
One of the most creative and community-focused aspects of PTCI’s strategy is its investment in local esports tournaments. Held annually, these in-person events have become a signature part of PTCI’s engagement strategy, drawing hundreds of attendees from across the state—and even from as far away as Dallas and Oklahoma City.
Elizabeth shared how the event ties directly into economic development and digital literacy.
“We don’t require participants to be our customers. We host these events so people see the value of rural life. Maybe they’ll decide to live here, raise families, or start businesses here.”
The 2024 tournament was their biggest yet, and this year, the local university even fielded a team for the first time—supported by PTCI through facility sponsorship and naming rights.
Smart Ag, Smarter Broadband
Of course, innovation isn’t just happening inside the community center or esports arena. PTCI is helping power the next wave of precision agriculture through broadband-enabled smart ag solutions.
In an arid region where some years see only 9 inches of rainfall, efficient resource management is critical. Elizabeth shares the story of a relative whose smart ag company deploys in-ground nodes that monitor soil moisture and help preserve the Ogallala Aquifer—one of the region’s most vital water sources.
“It’s really cool to see this kind of technology being used to make sure the resources we rely on will still be there for the next generation.”
With high-speed broadband connections, these technologies can now reach even the most remote farms, proving that innovation isn’t confined to urban areas—it’s thriving in the fields of Oklahoma.
AI in the Call Center: Coaching for Better Outcomes
One of the standout tools PTCI has adopted is real-time AI call coaching, a platform that analyzes CSR interactions and offers coaching based on best practices.
Elizabeth explained how the AI is “taught” to reflect the company’s preferred tone, style, and language—creating teachable moments for staff and offering supervisors the ability to jump into live calls when needed.
The results? More consistent service, better conflict resolution, and a workplace culture built on improvement—not just correction.
“Everyone gets an angry customer once in a while,” she adds. “This helps our team feel supported and improves how we respond in real time.”
From Friction to Flow: The Value of Integration
At the heart of the episode is a discussion about integration—a word that Brad jokes is “taboo” in many broadband circles due to its complexity and history of challenges.
But both guests agree: integration is not only possible now—it’s essential.
GOCare’s approach is to build a flexible, best-of-breed solution that works with the systems service providers already have. Instead of asking companies to rip and replace legacy platforms, GOCare connects them, helping teams avoid the common “silo effect” that slows down issue resolution and frustrates subscribers.
“We used to think integration was too hard,” Brandon notes. “But modern tools and APIs make it not only possible, but practical.”
Metrics That Matter: Seeing the Results
Has all of this effort paid off? According to Elizabeth, the metrics say yes.
- Web chat usage has increased 17x since the GOCare platform was launched.
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Two-way SMS is now the second most-used support channel after voice, especially important for third-shift workers in PTCI’s service area.
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Internal efficiency has improved too, with trouble tickets closing faster and frontline employees reporting better coordination across departments.
But perhaps most importantly, the initiative is building a culture where feedback is heard, shared, and acted upon. Monthly cross-department meetings help identify pain points and ensure improvements are based on real-world challenges—not assumptions.
Final Thoughts: Telling the Story of Rural Innovation
As the episode wraps up, Elizabeth emphasizes the role of storytelling and education in driving progress. As Chair of the NTCA’s Marketing Committee, she’s focused on sharing what works—and helping other rural providers replicate that success.
Whether it’s at NTCA’s Marketing & Sales Conference or through platforms like The Broadband Bunch, the goal is the same: to help communities thrive through better broadband.
“We’re not just building networks—we’re building opportunity,” she says. “And that starts by listening.”
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