Blending New ResearchTechniques & TechnologiesOctober 11, 2012
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
Why Personalization?It is time to change the conversation inwireless.
Why Personalization?The Industry’s customers are barely satisfiedand wireless is often stressful.
Why Personalization?Users are lost in a sea of apps and need helpharnessing the power of wireless.
Why Personalization?The Technology that enables personalization ishere.
Why Personalization?Discovering and delivering what customers andconsumers want and need is who we are.
Our Inspiration“Any sufficiently advanced technology isindistinguishable from magic.” -Arthur C. Clarke.
The Proof PointsWhat are the reasons to believe…
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
The Forum ConceptProvide the customer/consumer [via an openforum] a voice and a place to interact with thebrand.
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]
The Social Integration MissionWe will integrate into their lives instead ofasking them to integrate into ours.
The Market Research MissionCombine the best in class online communityplatform with the best in class online panelplatform.
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
How Vision Critical Helped• The big ‘Kick Off’• All the suppliers came together in Mississippi• Jive, Syncapse, the whole C Spire Wireless Team
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
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
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