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Jennifer Garza Katie Kirk Todd Simmons

Jennifer Garza Katie Kirk Todd Simmons. BACKGROUND. History. One of early, bit mobile phone carriers (1996) A decade of problems Botched merger with Nextel (2004) Widespread issues with customer service Strong competition from landline carriers like AT&T / Verizon

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Jennifer Garza Katie Kirk Todd Simmons

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  1. Jennifer GarzaKatie KirkTodd Simmons

  2. BACKGROUND

  3. History • One of early, bit mobile phone carriers (1996) • A decade of problems • Botched merger with Nextel (2004) • Widespread issues with customer service • Strong competition from landline carriers like AT&T / Verizon • Lost subscribers and money every quarter for years • Massive drop instock price since late 90’s

  4. Recent Improvements • New CEO, Dan Hesse 2007 • New WiMax 4G network • New Android Products • HTC Evo 4G • Samsung Epic 4G • Samsung Galaxy Tab • New, highly competitive pricing scheme

  5. Public Perception • Improvements in products/service unrecognized • Business heavy focus due to Nextel association • Caters to non-tech savvy market

  6. Current Digital Marketing Strategy • Multiple Twitter accounts • Sprint • Sprint Cares • SprintGreenNews • 500,000 fans on Facebook • Actively responding to customerinquiries on social media • Phased website renovations • Digital media is moderately effective • Needs Sophistication

  7. PEOPLE

  8. Customer Profile • Blue Collar • “NASCAR Nation” • Families with children • Less Tech Savvy • Suburban or Rural

  9. Customer Profile • Hipsters • Tech Savvy • Interested in Smartphones • Live in more urban areas • College Educated • Under 40

  10. Customer Profile • Urban Market (Boost Mobile) • Low income • Prepaid Market • Teenagers who want cheap messaging phones/plans

  11. Customer Profile • Business Customers • Smartphones • Management professionals • Tech Savvy demands • Rugged phones • Outdoor working conditions • Basic Functionality

  12. Desired Customers • Retain traditional strength in blue-collar demographic • Maintain strength in corporate market • Increase number of smartphone users

  13. OBJECTIVES

  14. Business Objectives • Improve retention of existing subscribers • Gain new subscribers • Increase Average Revenue Per User (ARPU) • Data plans increase ARPU • Increase Market Share • Currently 12% • Raise stock price • $4.25 as of 3/2/11

  15. Marketing Objectives • Listen • Listen to customer feedback • Monitor trends • Current Efforts

  16. Marketing Objectives • Talk • Spread messages by interacting with your customer • Enhance customer perception of company as a whole • Improvements and innovation awareness • Expand beyond blue collar image • Create advocates among customers

  17. Marketing Objectives • Energize • Find potential evangelists and facilitate WOM • Foreseeable goal: hard-core fan base • Should follow successful implementation of talking objectives

  18. Marketing Objectives • Support • Help customers interact with one another and with the company • Current online initiatives • Twitter • Forums • Blog

  19. Marketing Objectives • Embrace • Include customers in generating ideas to improve products and services • Facilitate and aggregate customer feedback and ideas • Integrate change relevant to customer feedback • Active components

  20. Key Marketing Objectives • Listen • Act on Feedback more aggressively • Talk • Most important at this time • Embrace • Initiate this step after “talking” is successfully implemented

  21. STRATEGIES

  22. Emphasize the basics • Simple, affordable pricing plans (No tiered data pricing) • One of the cheapest of the national carriers • Large, high quality network • Good selection of phones • Solid customer service

  23. Stand out by advocating values • Make people as passionate about mobile service as they are about their phones (high involvement product) • Most carriers do this by pushing their own branded “premium services” and with exclusive devices • But customers consistently complain about these branded apps and services

  24. Stand out by advocating values • Sprint should respond to this feedback -- instead embrace the values of openness, customer control, simplicity, and innovation • Allow users to customize devices/apps • Avoid “gotcha” billing scheme • Allow for easy trading of old devices for new ones • Provide simple option for green recycling of old phones • Provide timely software updates • Speaks to emerging trends in field, need for uniqueness/power, and need for affiliation • Regular consumers may not pay attention to these details, but some mass influencers would (and would spread the word)

  25. The Next Step • Give advocates shareable content • Emphasize Sprint’s positive qualities • low price • good customer service • fast data • good selection of smartphones • Emphasize Sprint’s values • openness • customer control • Simplicity • innovation

  26. TECHNOLOGY&TACTICS

  27. Technology to Emphasize Basics • Share good news via Twitter, Facebook, etc. • Recommendations from happy customers • Point of purchase sharing incentives • Streamline Twitter accounts • Sprint • SprintCare • One per phone (with distinct personalities)

  28. Technology to Emphasize Basics • Optional mobile apps • App that helps people report poor coverage areas to customer service • App that allows speed tests and sharing of results via social media • App that gives updates about Sprint news, shares tips about how to use your phone, connects you with other Sprint users

  29. Technology for Unique Values • User control • Smartphones include simple setup process that asks user preferences and decides which apps to install • After setup process, users are given the option to take a snapshot of their customized device and share it via social media • Advanced users can sign a waiver and be given the option to easily upgrade/modify their OS • Sell all phones unlocked, so they can be easily moved to different networks

  30. Technology for Unique Values • Openness • Notify users when they approach maximum number of minutes • Reduce early termination fees (ETF) and other contract quirks • Innovation • Keep pushing EVO brand as series of halo devices • Simplify phone selection by eliminating older/outdated models • Provide timely updates of smartphone OS

  31. Metrics • Track number of positive experiences shared on Social Media • Change in subscriber adds • Compare to previous quarters • Change in customer satisfaction • Utilize Surveys • Monitor Stock price changes

  32. What questions are there?

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