A Conversation with Chad Dunavant, Cablefax Top 100 Power Player

First, I’ve been blown away by our resilience . CSG has been able to achieve a level of customer retention and longevity that has become a lost art. We’ve been in this market for more than 42 years and have continued to maintain ironclad customer relationships for just as long. That speaks to our credibility, reliability and ability to serve customers with innovation and results. I’m proud that we continue to deliver and to get it right with products that evolve to our customers’ needs.

Second, I think back proudly to when Comcast and Charter Communications chose CSG’s platforms to consolidate their businesses. As industry leaders, Charter and Comcast have an abundance of choices when it comes to technology vendors, so their choosing CSG spoke volumes to the strength of our product, our people-first culture, and our commitment to service delivery.

Third, an unforgettable moment for me was when CSG became a global company in 2010. That was a key inflection point for CSG – and for me personally. We were no longer “just” a provider for the North American market; we now served the industry from a global lens. That shift allowed us to bring a new value perspective to our North American customers as well, who were beginning to make their move into a new mobile future and start their own transformation. Again: context was critical here. As a global company, we could bring firsthand insights and perspective from wireless customers internationally to help our domestic customers succeed in a new market.

You are known at CSG for having a finger on the pulse of the industry and being able to anticipate the Next Big Thing. Has anything happened in the industry in the past year that has completely taken you by surprise?

I’ve been surprised by the state of competition in the broadband market. If you had asked me a couple of years ago, I would have said that cable was ideally positioned to dominate the broadband market. They had billions of dollars invested toward achieving the fastest speeds and reliability, as well as the latest infrastructure technologies, from DOCSIS and fiber technologies, that were unmatched.

The strength of new entrants and speed of competition surprised me a bit. As new competitors made the most of new funding (BEAD, ACP, etc.), we saw new competition emerge quickly in the form of fiber, fixed wireless and now low Earth orbit (LEO) satellite . Now, for the first time ever, we’re seeing the downturn of broadband take rates and flat-to-declining subscriber growth in the cable sector.

Competition breeds innovation – and better customer experiences . And I believe that cable players are ready to fiercely compete. They are well-positioned to bundle services and have the depth of expertise to price and package offerings that will be innovative and attractive to customers.

What are some of the biggest shifts in the industry that we’re seeing right now, as we speak?

Telcos and other subscription-based businesses are realizing the urgent need to simplify the subscriber experience . Customers are overwhelmed by the sheer number of subscriptions and need help keeping track of bundles, discounts, time-based services and package deals that include multiple content providers. Those who wish to cancel just one subscription in a bundle may face rising costs, leading to bill confusion and a feeling of being “stuck” with services they no longer want to receive.

This presents an enormous opportunity for operators who step in to support customers with a more transparent, straightforward billing experience. We are seeing telcos, cable providers and streamers eliminate frustration and retain customers by simplifying offerings, providing more apparent package options and offering personalized, automated bill explanations .

Tell us more about CSG’s vision for 2025 and beyond! What can we expect in the year to come?

Expect to see customer experience at the heart of how we move the company forward. As operators look to build trust with customers and maximize lifetime value, I’m excited to see CSG continue to help operators meet customers when, where and how they want, in the moments that matter most.

CSG's Experience to Value™ framework is a phased approach for operators to engage with customers efficiently and effectively at every lifecycle stage. This approach enables them to deliver effortless, value-driven experiences that reduce friction and drive customer satisfaction, lowering costs and realizing ROI.

The past 25 years have been electric for CSG, and I can’t wait to see where the next 25 years take us. I feel confident that in two decades, the customer will still be at the heart of our strategy and our story. Let’s see what happens next.