1. Blending New Research
Techniques & Technologies
October 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 in
wireless.

4. Why Personalization?
The Industry’s customers are barely satisfied
and wireless is often stressful.

5. Why Personalization?
Users are lost in a sea of apps and need help
harnessing the power of wireless.

6. Why Personalization?
The Technology that enables personalization is
here.

7. Why Personalization?
Discovering and delivering what customers and
consumers want and need is who we are.

8. Our Inspiration
“Any sufficiently advanced technology is
indistinguishable from magic.” -Arthur C. Clarke.

9. The Proof Points
What 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 Recommendations
The 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 Concept
Provide the customer/consumer [via an open
forum] a voice and a place to interact with the
brand.

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 a
research panel. [PSB Estimate, Sep 2010]

13. The Social Integration Mission
We will integrate into their lives instead of
asking them to integrate into ours.

14. The Market Research Mission
Combine the best in class online community
platform with the best in class online panel
platform.

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 Point
Ongoing 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 You
Questions?