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Priority: We will strive to dramatically improve customers’ experience and earn their long-term loyalty
Throughout 2010, Sprint customers continued to see unprecedented, continuous improvement in their experiences thanks in large part to the Sprint Customer Care organization. Through having an unwavering focus on the customer, Customer Care focused on "upstream drivers" - the reasons why customers have called in the first place. During the year, Sprint built upon previous momentum in improving the customer experience, recording its 12th consecutive quarter of improved customer satisfaction and first-call resolution by year-end. During this time, retention of existing customers has improved at a rate faster than that that of our competitors, while our overall cost of Customer Care operations decreased as billing adjustments and churn were significantly reduced.
- Customer satisfaction, first-call solution and calls per subscriber all improved by more than 33%
- The cost of Customer Care operations was reduced by more than 33%
- Billing adjustments were reduced by 75%
- Sprint customers' churn rate was reduced to less than 2%
Sprint customer churn has steadily improved since the first quarter of 2008.
- In March 2010, Sprint launched the Sprint Free Guarantee. If a new customer or an existing customer adds a line of service and is not completely satisfied, they are able to deactivate and return the device within 30 days; Sprint will waive the Early Termination Fee; and they will be reimbursed for the device purchase, activation fee, any service-plan monthly recurring charges, and all associated taxes and fees. Sprint will also waive the restocking fee. No other major wireless carrier matches this guarantee.
- Also in March, Sprint expanded its Total Equipment Protection (TEP) by offering a month-long open-enrollment period to any customer who did not enroll at the time of purchase. This ensured many customers the use of their devices without the worry of paying repair or full-replacement costs should the device ever become lost, stolen or damaged.
- Starting in 2010, to celebrate the anniversary of Sprint Premier, an exclusive loyalty program, Sprint Premier customers began being offered Anniversary Rewards ranging from the choice of a $5 service credit, to 75 additional voice minutes. These loyal customers also experience our online plan optimizer, which now proactively conducts a six-month plan check in search of additional value.
- Sprint launched a feature Sprint.com that provides notifications and alerts about customers' activity on their usage, billing, payment options, devices and more.
- . In November 2010, Sprint launched a family-focused microsite on Sprint.com making it easier for parents to manage their children's wireless usage, help keep them safe with new parental controls, avoid surprises on their monthly wireless bill and compare rates. Through this tool, parents are able to block texts, numbers, Web access, media downloads and picture mail - all at no additional cost. Additionally, for a $5-per-month charge, Sprint Family Locator will locate up to four phones, allowing use of our state-of-the-art GPS technology to enable a parent to use a phone or PC to locate a child's device on a map.
- Throughout 2010, Sprint added new customer-friendly capabilities to its online social-networking community of more than 50,000 registered contributors, at Sprint.com. Here, users interact with each other and Sprint employees in open forum discussions about products, services and all things wireless. In addition, Sprint customer-care representatives are engaging customers right on the community site to help answer questions and solve problems.
- In early 2010, Sprint partnered with Knowlagent, a leading provider of call-center talent-management solutions, to deploy technology that delivers training directly to call-center agents' desktops during periods of time when there is excess agent availability between calls. In the first quarter alone, Sprint agents and supervisors had access to more than 120 courses and had completed more than 3,400 hours of training.
- Key service metrics were revamped in 2010 in internal and vendor-operated call centers. Previously, call-center managers were asked to track more than 80 individual metrics. Now, a new performance system allows the management team to zero in on a smaller number of agent behaviors that have been shown to result in the highest customer-service performance.
- Additionally, Sprint tweaked its agreements with outsourced call centers to ensure that the vendors' performance models linked compensation to customer satisfaction.
Third parties recognized the unprecedented continuous improvement that we have accomplished in 2010:
- . In J.D. Powers 2010 Wireless Customer Care Performance survey, Sprint had the largest improvement among carriers, up 17 index points from the prior survey, vs. industry-wide improvement of only four index points.
- Sprint was recognized as the most improved company in customer satisfaction, across all industries, over the last two years in the 2010 American Customer Satisfaction Index.
- Sprint won the Gartner & 1to1 Media CRM excellence award for "reinventing" the customer experience approach.
- J.D. Power & Associates ranked Sprint in 2nd place in Retail Satisfaction Study-Volume II, ahead of AT&T and Verizon.
American Customer Satisfaction Index Ratings
Every year, the American Customer Satisfaction Index rates customer satisfaction of many companies on a 100-point scale (0 being the worst, 100 being the best). Since 2008, Sprint has seen a dramatic year-over-year improvement.