Download - iStrategy Atlanta - Sprint
Shifting Perception through Digital MarketingJohn Carney Senior Vice President, Consumer Marketing
September 13, 2011
Evolution of Wireless Industry
One of many ways
to be connectedOnly way to be connected
But first, let’s look back at 2008
External data placed Sprint last among the Big 4 in overall satisfaction, with a significant lag with the competition:
Industry Average
Service significantly lagged behind the industry average
Overall satisfaction – January 2008
Gap with industry average
Source: External 3rd Party ResearchMonthly mean score 1-10
Jan 08 Jan 08Jan 08 Jan 08Jan 08
Customer Advocacy Paradigm
Acceptable Service
Honesty(Both Sides of the
Story)
Transparency Trust Loyalty Advocacy
Meeting the Basic needs
of the Customer
I can make calls when and where I want
My bill is right
My Services work
Good with the bad as
the bad validates the
good
Seeing Ratings and reviews Pro and Con
Coverage both poor and great
Great services and fees
Sprint does not filter to its own end
Don’t remove the bad reviews
Don’t downplay coverage holes
Don’t bury fees and charges on page 9
An environment
where repeated exposure
allows trust to take root
Trust requires the opportunity for betrayal
“When Sprint has a choice to right or wrong by me they will do right”
A Customer wants to stay
with Sprint because they get something
here not easily
replicated elsewhere.
Emotive trust is hard to achieve but not easily lost to price competition
A Customer who
recognizes they are part of something
better or greater and
speaks proactively
about it
This group drives Word of Mouth Marketing
Doing this part well creates the foundation to achieving positive customer perceptions
Sprint.com – At the center of customer engagement
sprint.com
Support
Commerce
Community
Account
SPRINT RETAIL
CUSTOMER CARE
IVR
Sprint.com Redesign
• Increase Honesty• Launch of Social
Community platform
• Ratings & Reviews
1H 2009
• Increase Ease of Use• Launch of new Support
platform
• Search overhaul
2H 2009
• Empower Customers• Launch of new My Sprint
platform
• Homepage redesign
1H 2010
• Relevant Purchase Experience
• Launch of new e-Commerce platform
• Site integration
1H 2011
Support: Online Self Service is a Basic Need for Customers
13
2
4
Support
Account: Enhancing Mobile Self Service
41 2 3
0.00%2.00%4.00%6.00%8.00%10.00%12.00%14.00%16.00%18.00%20.00%
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
Apr
-10
May
-10
Jun-
10
Jul-1
0
Aug
-10
Sep-
10
Oct
-10
Nov
-10
Dec
-10
Jan-
11
Feb-
11
Mar
-11
Apr
-11
Sprint.com Mobile Traffic
Total Mobile Visits % of Total Traffic
Account
Account Success: Best in Class improvement in eCare Penetration
Source: Compete
eCare PenetrationQuarterly, Indexed to Q1 2010
-5%
0%
5%
10%
15%
20%
25%
30%
1Q2010 2Q2010 3Q2010 4Q2010
Sprint Industry Average
Account
Community Integration
1
2
3
Community
Social Ninjas are our 1st responders in Social Media
Encourage our employees to help customers in all social channels
Hot Topics
External Activity and Response
Sprint.com
Community
Community Success: 5X usage improvement since ‘08
Source: Sprint
Average Monthly Community Forum Visits
2008-2011, Indexed to 2008
0%
100%
200%
300%
400%
500%
600%
2008 2009 2010 2011 (Jan - Mar)
Community
Commerce: New Sprint.com StoreCommerc
e
Commerce: More Online Sales; Stronger Branding
4Q2008 4Q2010
Online Contribution to Total Postpaid Gross
Adds
41%
Commerce
JD Power Recognition
Sprint has been ranked Highest in Satisfaction with the Purchase Experience among Full-service Wireless Providers in a tie – J.D. Power and Associates (Aug. 2011)
Overall Customer Satisfaction
Quarterly Employee Meeting
2006 2007 2008 2009 2010 201155
57
59
61
63
65
67
69
71
73
75
Sprint
Verizon
T-Mobile
AT&T
16
Sprint is unbeaten among major wireless carriers for customer satisfaction and is the #1 most improved company in customer satisfaction, across all industries, over the last three years – American Customer Satisfaction Index (May 2011)
The American Customer Satisfaction Index (ACSI) is an economic indicator based on modeling of customer evaluations of the quality of goods and services purchased in the United States and produced by both domestic and foreign firms with substantial U.S. market shares. The Index was developed to provide information on satisfaction with the quality of products and services available to consumers
Advanis Study
Customer satisfaction improvement for 14 consecutive quarters – Advanis (July 2011)
Advanis has been building 'best of breed' custom research capabilities in quantitative market research. The company's roots lie at the intersection of three seemingly separate disciplines: information systems & technology, econometric theory and management science.
Key Takeaways
• Embrace personalization and targeting content to drive relevance
• Ensure you're where your customers are in terms of being mobile, social and multi-channel
• Listen to your customers and act on what they tell you (user centric design, transparency/trust)
• Empower your employees to be your company’s advocate