Yet many rural telcos still aren't making an effort to differentiate themselves in the marketplace. Every company has access to the same tools for success. But to successfully differentiate your company you need to create unique solutions for your customers. But you also must define your company's values and clarify its mission. But if you want to influence your customers' mindset, you need to understand how they think.
Effective differentiation starts with extensive customer research.
Gather information to understand what your customers want and need. Once you have this information it's time to step out of your comfort zone and come up with ideas you haven't tried before. Don't just duplicate what the national industry leaders are doing. Be a leader in your own community and develop your own creative solutions. Take a long look at how you're doing business, how your employees behave, and what kind of relationship your customers have with you.