iStrategy Atlanta - Sprint
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Sprint has improved customer satisfaction and perception through digital marketing efforts like redesigning Sprint.com to be more relevant, honest, and empowering for customers. Sprint also integrated social media and online communities to better engage and respond to customers, and enhanced mobile self-service tools. As a result, online sales increased, community forum usage grew 5 times since 2008, and third-party surveys found Sprint leading in customer satisfaction according to the ACSI and JD Power.
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iStrategy Atlanta - Sprint
- 1. Shifting Perception through Digital Marketing John Carney Senior Vice President, Consumer Marketing September 13, 2011
- 2. Evolution of Wireless Industry One of many ways to be connected Only way to be connected
- 3. 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
- 4. 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
- 5. Sprint.com – At the center of customer engagement CUSTOMER CARE SPRINT RETAIL IVR
- 7. Launch of new e-Commerce platform
- 9. Increase Ease of Use
- 10. Launch of new Support platform
- 11. Search overhaul
- 12. Increase Honesty
- 13. Launch of SocialCommunity platform
- 16. Launch of new My Sprint platform
- 18. Account: Enhancing Mobile Self Service 4 1 2 3 Account
- 19. Account Success: Best in Class improvement in eCare Penetration eCare PenetrationQuarterly, Indexed to Q1 2010 Account Source: Compete
- 20. Community Integration 1 2 Community 3
- 21. 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
- 22. Community Success: 5X usage improvement since ‘08 Average Monthly Community Forum Visits2008-2011, Indexed to 2008 Community Source: Sprint
- 23. Commerce: New Sprint.com Store Commerce
- 24. Commerce: More Online Sales; Stronger Branding Online Contribution to Total Postpaid Gross Adds Commerce 41%
- 25. 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)
- 26. 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
- 27. 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.
- 29. Ensure you're where your customers are in terms of being mobile, social and multi-channel
- 30. Listen to your customers and act on what they tell you (user centric design, transparency/trust)
- 31. Empower your employees to be your company’s advocate
Editor's Notes
- 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