Blending New Research Techniques & Technologies

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  • 1. Blending New ResearchTechniques & TechnologiesOctober 11, 2012
  • 2. Who is C Spire? C Spire is Personalized Wireless.• The nation’s largest privately held wireless company• Established in 1988• Headquartered in Ridgeland, MS• Service Mississippi, Memphis and Mobile metros• A history of firsts• The third carrier in the nation to offer the iPhone• Dedicated to providing personalized wireless and a better wireless experience
  • 3. Why Personalization?It is time to change the conversation inwireless.
  • 4. Why Personalization?The Industry’s customers are barely satisfiedand wireless is often stressful.
  • 5. Why Personalization?Users are lost in a sea of apps and need helpharnessing the power of wireless.
  • 6. Why Personalization?The Technology that enables personalization ishere.
  • 7. Why Personalization?Discovering and delivering what customers andconsumers want and need is who we are.
  • 8. Our Inspiration“Any sufficiently advanced technology isindistinguishable from magic.” -Arthur C. Clarke.
  • 9. The Proof PointsWhat are the reasons to believe…
  • 10. An Enhanced and Engaging In-store Experience Strategy based on Research and informed by Enable Wireless Convergence in our Footprint the consumer from concept to launch A Completely New, Network – Plans – Devices Unique and Personalized Web Site Re-Brand App RecommendationsThe Proof Points Predictive Analytics Advanced and Forward Thinking Social Integration A Multipurpose Wireless User Forum A One of a Kind Rewards Program
  • 11. The Forum ConceptProvide the customer/consumer [via an openforum] a voice and a place to interact with thebrand.
  • 12. The Backdrop• In 2009, more than four out of five US Online adults participate socially. [Forrester Research, Q2 2009]• 78% Look for information online about a service or product they are thinking of buying. [Pew Research, Sep 2010]• 41.6% of the U.S. population has a Facebook account today. [Facebook, Aug 2010]• 32% of American Adults have written reviews online. [Pew Research, May 2010]• 28% of US consumers read online forums. [Forrester, 2009]Around 7% of the US Population belongs to aresearch panel. [PSB Estimate, Sep 2010]
  • 13. The Social Integration MissionWe will integrate into their lives instead ofasking them to integrate into ours.
  • 14. The Market Research MissionCombine the best in class online communityplatform with the best in class online panelplatform.
  • 15. Enter…. Vision Critical
  • 16. Vision Critical Partnership with C Spire Wireless Adding the Community Panel approach to the C Spire Wireless Ecosystem •Full integration of Community research, community, Panel and PERSONALIZATION
  • 17. How Vision Critical Helped• The big ‘Kick Off’• All the suppliers came together in Mississippi• Jive, Syncapse, the whole C Spire Wireless Team
  • 18. How Vision Critical Helped
  • 19. How Vision Critical Helped Midnight Launch
  • 20. The Ecosystem The C Spire online panel, Inner Circle, is part of an ecosystem designed to enable a “Personalized Wireless” experience that puts the user in control. Tight Integration for a seamless user experience across all programs Inner Circle CIRCLE PERCS Social Peek SCOUT C Spire.com Customer Touch App Arcade Star User PointOngoing cross-platform promotion–all programs drive usage of other strategy programs
  • 21. Leveraging Sparq Help us shape the future of wireless• Ongoing panel engagement• Product development research and Co-Creation• Customer Relationship Survey/Net Promoter• Two-way Lifecycle communication• Employee feedback and co- creation• Understanding the segments• Building online panel attributes• Drive representative membership
  • 22. Leveraging Jive Your Opinion Matters• Updates to C Spire.com right after launch• Lots of non research engagement• Beta trials combined with survey feedback• Text Analytics• Drive membership
  • 23. The Home Page
  • 24. The Circle
  • 25. The Inner Circle
  • 26. Thank YouQuestions?