The Rural Advantage

Why SCTelcom’s Customer Experience Outpaces the Industry

In rural America, connection is more than a technical term. It’s the bond between people, the tie to the land, and the shared belief that community matters. At SCTelcom, this understanding shapes every decision, from the technology we deploy to the way we serve those who depend on us.

I shared SCTelcom’s story during a Fireside Chat at the Broadband Nation Expo, produced with the Telecommunications Industry Association (TIA). It was my first opportunity to meet Kimberly Maki, who moderated our discussion. Kimberly brings industry insight, communication leadership, and something I deeply appreciate: she understands rural America because she grew up in it. Her commitment to lifting women leaders, especially those serving rural communities, made the conversation even more meaningful.

Together, we explored how SCTelcom is redefining client expectations in rural broadband and why rural so often means first to adapt.

Growing with and learning from community

My career began in my family’s telecommunications business, working outside in the field long before I ever sat at a boardroom table. Those experiences taught me that a title does not define leadership, but by how you treat people, listen, and consistently show up. When I moved into cooperative leadership, that mindset guided me as we built a team reflecting our values. Today, the co-op’s leadership team is evenly split between women and men, which is not necessarily common in rural areas telecom. In our communities, trust is earned every day.

Customer experience as strategy, not a department

At SCTelcom, customer experience is our strategy. We don’t simply provide Wi-Fi; we manage it as a service. Proactive diagnostics help us identify issues before customers feel them. We invest in whole-home performance, reliability, and security because that’s what our neighbors count on. This year, our customer loyalty reached a new milestone: an NPS score of 85. In an industry where many operators struggle to break out of the low twenties, this number stands out. To us, it reflects the care behind every connection.

Innovation that meets people where they are

In rural America, innovation must meet practical needs. One of our most significant efforts has been expanding community-wide wireless coverage in areas where cell service is unreliable. In one town, our network increased usable coverage by 76 percent. This improvement allows teachers, families, and first responders to stay connected in moments that matter most. A local teacher shared that if there ever is a school lockdown, she knows she can rely on our network to reach loved ones and emergency services. In moments like that, broadband becomes reassurance and safety.

Connecting students and strengthening opportunity

We’ve extended managed connectivity to students, including those in lower-income households, to ensure access to learning wherever their device can see our network. In some rural towns, libraries were once the only hotspot. Today, learning can happen from home, the car, or anywhere in the community.

Honoring the land while expanding access

In rural communities, the land carries memory, culture, and identity. Sustainability is essential. We’ve expanded access in places with no traditional infrastructure, including protected or sacred locations like the Medicine Lodge Peace Treaty Park in Kansas. Through alternative energy solutions and thoughtful network design, we support tourism, educational trails, and community engagement while preserving what must be honored.

Fiber as the foundation for rural growth

SCTelcom is now 100 percent fiber to the home and business, and the impact is profound. More than half our customers now work from home, and many families who once believed they had to leave rural communities to build a career are returning. Fiber has made it possible to choose both opportunity and home.

Looking ahead

As I shared with Kimberly on stage: Start with service. Lead with care. Everything else follows. When innovation is grounded in people, rural broadband does not just catch up; it leads.

Carla Shearer

CEO & General Manager, SCTelcom

Carla has been CEO/General Manager of SCTelcom since 2017. With over 35 years experience, Carla has deep roots in the telecommunications industry. Carla has been engaged in a range of operations, including CLEC, cable TV, IPTV, cellular services, and broadband. She holds a B.S. in Business from Kansas State (2016), and lives in rural Kansas with her husband, managing a seedstock cattle enterprise.

Images, Shutterstock