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iStrategy Atlanta - Sprint
 

iStrategy Atlanta - Sprint

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  • The category changed fast.Traditionally, revenue came from increasing the number of people with cell phones and charging them for the calls they made. But with the explosive growth in smartphones, people started using their mobile devices in new ways which started a data evolution:
  • Other 3rd-party sources painted similar picture: In early 2008 Sprint trailed the BIC carrier in the JD Power Customer Care study by nearly 25%. In early 2008 Sprint trailed the BIC carrier in the JD Power Retail Sales study by nearly 9%. In the January 2009 Consumer Reports study on cell service ratings (surveys from September 2008) Sprint trailed the BIC carrier (among the big four and ignoring U.S. Cellular that was also in the study) by nearly 16%. In May 2008, our score in the ACSI study was 22% below the BIC carrier.
  • Basic Online Block and TacklesCheck your billHow to videos for devices and servicesCheck your usageManage individuals on your Account
  • We are a telecom. We want most interactions with Sprint to go through the mobile device.Easy to use interfacePurchase through your mobile deviceCheck closest retail locationManage you Account (i.e. Usage, Pay Bill, etc.)Mobile traffic has steadily increased MoM. 19% of Sprint.com traffic is Mobile.
  • eCare Penetration is the measure quarterly online customers over quarterly subscriber baseSprint gets a over proportioned amount of our Base engaged online vs our competitors. The chart in question is an indexed view of eCare penetration (% of customers logging in for a given quarter)… meaning the % improvement/decline Q2 thru Q4 is indexed to Q1. Note that it is stated on a unique customer basis – if you log in 10x in a month, you’re only counted once. Cooley wanted this view because he was concerned about sharing actual penetration figures to a broad (multi-industry) conference audience.
  • Created Tabs across the all the site’s pages to link into CommunityClick on Ratings and Review / Sort and List by Most Popular Link into Community chats about devices, services, issues, questions, etc.Main point is that the site is structured to be flat to allow the customers easy browsing experience and less clicks.
  • The Sprint Social Media Ninjas program seeks to improve Sprint’s reputation by using employees as ambassadors, promoting products and services and assisting customers in Social Media channels. The idea is to bring together like minded employees – dubbed “Social Media Ninjas” – that are passionate about the company, want to help customers, and are active in Social Media.Our Social Ninjas program is a group of first responders that are allowed to respond to customer issues or questions wherever they pop up on the web. Websites, Blogs, Twitter, Facebook, etc. Becoming a Social Media Ninja involves participating in one two-hour workshop.Leverage all arms of the web experience to identify key indicators:External search activitySprint.com site search activityExternal Social Sentiment (FB, Twitter, Forum Discussions)Sprint.com Community Discussions/ResponsesChange in site traffic patterns to key website areas
  • Easily Chose the right purchase pathFilter by features that are important to you – up to 40See whether a phone is great or so-so for key featuresQuickly access info like industry and customer reviewsGet an iconic/bird’s eye view of what a phone can doSee coverage in your area
  • Sprint.com had all-time highs in 4Q10: Post-paid gross adds Upgrade sales Accessory unit sales Compete:Sprint.com finished 2010 in the Top 100 Unique Visitor traffic, ahead of marquee brands and Internet pure plays like Dell, Monster and MTV Forrester: Sprint.com recognized as the 2nd fastest-growing website in consumer satisfaction (2008- 2010), based on a 13-industry study J.D. Power and Associates:Sprint.com won the JD Power 1H11 online purchasing CSAT study outright, sweeping wins in every sub-category for web.Care survey: Only carrier with double-digit increase Y-o-YSprint: 2011 Customer Service Champion! (one of only 40 brands to earn designation)American Customer Service Index:Significant increase from 2009 to 2010Biggest jump among all wireless carriersStatistical tie with Verizon and T-MobileSprint 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) Boost Mobile has been ranked by J.D. Power and Associates as the Highest in Customer Care Satisfaction and Purchase Experience with Non-Contract Wireless Service  – J.D. Power and Associates (Aug. 2011)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)Customer satisfaction improvement for 14 consecutive quarters – Advanis (July 2011)Digital Marketing has produced Strong Results since 2008Purchase consideration, Most want to investigate First brand preference among total consumers Digital metrics have also improved over time (YE 2008 vs. YTD 2011)Cost per order has dropped 20% Click through rate has increased 33%Sprint’s social footprint is larger than ever before, demonstrating relevance and excitement around the brand:Year-end 2011 conversational volume is projected to be 350% higher than YE 2008Sprint social SOV is second only to Verizon. AT&T is third.
  • Sprint.com had all-time highs in 4Q10: Post-paid gross adds Upgrade sales Accessory unit sales Compete:Sprint.com finished 2010 in the Top 100 Unique Visitor traffic, ahead of marquee brands and Internet pure plays like Dell, Monster and MTV Forrester: Sprint.com recognized as the 2nd fastest-growing website in consumer satisfaction (2008- 2010), based on a 13-industry study J.D. Power and Associates:Sprint.com won the JD Power 1H11 online purchasing CSAT study outright, sweeping wins in every sub-category for web.Care survey: Only carrier with double-digit increase Y-o-YSprint: 2011 Customer Service Champion! (one of only 40 brands to earn designation)American Customer Service Index:Significant increase from 2009 to 2010Biggest jump among all wireless carriersStatistical tie with Verizon and T-MobileSprint 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) Boost Mobile has been ranked by J.D. Power and Associates as the Highest in Customer Care Satisfaction and Purchase Experience with Non-Contract Wireless Service  – J.D. Power and Associates (Aug. 2011)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)Customer satisfaction improvement for 14 consecutive quarters – Advanis (July 2011)Digital Marketing has produced Strong Results since 2008Purchase consideration, Most want to investigate First brand preference among total consumers Digital metrics have also improved over time (YE 2008 vs. YTD 2011)Cost per order has dropped 20% Click through rate has increased 33%Sprint’s social footprint is larger than ever before, demonstrating relevance and excitement around the brand:Year-end 2011 conversational volume is projected to be 350% higher than YE 2008Sprint social SOV is second only to Verizon. AT&T is third.
  • Bullet one – slide 4 & 7Bullet two – Redesigned web, Community, Feedback and ReviewsBullet three – Social Ninjas

iStrategy Atlanta - Sprint iStrategy Atlanta - Sprint Presentation Transcript

  • Shifting Perception through Digital Marketing
    John Carney
    Senior Vice President, Consumer Marketing
    September 13, 2011
  • Evolution of Wireless Industry
    One of many ways to be connected
    Only way to be connected
  • But first, let’s look back at 2008
    Overall satisfaction – January 2008
    External data placed Sprint last among the Big 4 in overall satisfaction, with a significant lag with the competition:
    Industry Average
    Gap with industry average
    Jan 08
    Jan 08
    Jan 08
    Jan 08
    Jan 08
    Service significantly lagged behind the industry average
    Source: External 3rd Party Research
    Monthly mean score 1-10
  • Customer Advocacy Paradigm
    This group drives Word of Mouth Marketing
    Doing this part well creates the foundation to achieving positive customer perceptions
    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
    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
    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 who recognizes they are part of something better or greater and speaks proactively about it
  • Sprint.com – At the center of customer engagement
    CUSTOMER CARE
    SPRINT RETAIL
    IVR
  • Sprint.com Redesign
    1H 2009
    2H 2009
    1H 2010
    1H 2011
    • Relevant Purchase Experience
    • Launch of new e-Commerce platform
    • Site integration
    • Increase Ease of Use
    • Launch of new Support platform
    • Search overhaul
    • Increase Honesty
    • Launch of SocialCommunity platform
    • Ratings & Reviews
    • Empower Customers
    • Launch of new My Sprint platform
    • Homepage redesign
  • Support
    Support: Online Self Service is a Basic Need for Customers
    2
    3
    1
    4
  • Account: Enhancing Mobile Self Service
    4
    1
    2
    3
    Account
  • Account Success: Best in Class improvement in eCare Penetration
    eCare PenetrationQuarterly, Indexed to Q1 2010
    Account
    Source: Compete
  • Community Integration
    1
    2
    Community
    3
  • Social Ninjas are our 1st responders in Social Media
    Encourage our employees to help customers in all social channels
    Hot Topics
    Community
    External Activity and Response
    Sprint.com
  • Community Success: 5X usage improvement since ‘08
    Average Monthly Community Forum Visits2008-2011, Indexed to 2008
    Community
    Source: Sprint
  • Commerce: New Sprint.com Store
    Commerce
  • Commerce: More Online Sales; Stronger Branding
    Online Contribution to Total Postpaid Gross Adds
    Commerce
    41%
  • 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
    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)
    16
    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