Verizon decodes a shifting customer psyche
Dealer takeaway: Verizon is signaling a major shift: network quality is no longer a premium feature—it’s the baseline expectation. If customers won’t pay extra for “best network,” carriers will compete harder on price, simplicity, loyalty perks, and overall experience. Dealers should prepare for more value-plan conversations, more “why is my bill so high?” audits, and more churn risk when device subsidies shrink.
Why Verizon says the old playbook stopped working
According to the article, having a network edge used to be a major advantage for cellular providers. But a Verizon executive says customer priorities have shifted, and Verizon is adjusting.
The piece says CEO Dan Schulman was brought on in October of last year after Verizon finished last among the Big Three for 20 straight quarters and experienced five years of stagnation. Schulman targeted Verizon’s bureaucratic culture, which allegedly slowed decision-making and contributed to customer and market share losses.
Verizon director Roxanne Austin is quoted describing a five-year stretch where the company’s playbook didn’t change even as customer needs changed.
“Customers don’t want to pay for a great network; that’s the expectation.”
As AT&T and T-Mobile closed the gap in network quality, Verizon lost its historic edge. Verizon’s chief commercial officer for sales and service, Kevin Zavaglia, is quoted saying:
“Customers don’t want to pay for a great network; that’s the expectation.” —Kevin Zavaglia, Verizon CCO for Sales & Service (Nov 2026)
Dealer translation: This is the new reality in many markets: customers assume coverage should “just work.” They’re more likely to switch over price, billing confusion, customer service, and device deals than over small differences in network performance.
The turnaround comes with tough moves
The article says Verizon’s turnaround under Schulman has required difficult decisions, including:
Higher standards on staff
Taking a revenue hit to keep customers from defecting
The largest-ever layoff in Verizon’s history (as described in the article)
Is the new playbook working? Verizon says Q3 2026 improved again
The article says Schulman has largely focused on two moves:
Holding back on price increases
Cutting expenses
It adds that this appears to be working, with Q3 2026 marking the company’s fourth consecutive quarter of improvement. The piece reports that postpaid churn dropped and mobile and broadband subscriber growth picked up.
Device subsidies are being scaled back (and a $30 plan is part of the pitch)
As part of cost-cutting, the article says Verizon is scaling back device subsidies and aims to phase them out eventually. Instead, Verizon is banking on:
Customer satisfaction
Loyalty programs
A $30/month Simplicity Plan to attract customers
Dealer opportunity: When subsidies shrink, customers feel the pain at upgrade time. Dealers can win by offering “upgrade math” consultations: total cost over 24–36 months, trade-in reality checks, and bill-credit tracking.
Skeptics: cost cuts aren’t enough without organic growth
The article notes skepticism that Verizon’s momentum is sustainable without organic revenue growth. It also says debt continues to mount, even as Verizon continues paying billions in dividends each year.
Competitive pressure: SpaceX enters the conversation
While Verizon trims infrastructure investment, the article points to emerging rival SpaceX building a global satellite constellation and laying groundwork for a terrestrial network.
Dealer playbook: how to sell in a “quality is expected” market
1) Lead with “total value,” not “best network”
Bill predictability (fees, taxes, credits)
Upgrade affordability (financing term + trade-in conditions)
Support experience (human help when things break)
2) Create a monthly “bill audit” offer
Check for missing credits
Remove unused add-ons
Match plan to actual usage
3) Sell the “human layer” carriers can’t scale
Device transfers and eSIM setup
Wi‑Fi Calling setup and troubleshooting
First-bill audit after switching
Relevant vendor resources (WDG Directory)
Business Services (billing support, customer experience tools)
POS Systems (plan comparison workflows, add-on tracking)
Marketing Services (promote bill audits and switching support)
Bottom line
Verizon executives say customers now expect great network performance as a baseline and won’t pay extra for it—forcing Verizon to compete more on price discipline, simplicity, loyalty, and experience. For dealers, that means more value-plan shopping, more upgrade sticker shock as subsidies shrink, and more opportunity to sell the clarity and support customers can’t get from an app.
.webp)
Comments