Bob Thompson interviews Jerry Adriano, VP of Customer Experience at Sprint, about how the company has increased customer satisfaction and loyalty by improving the customer experience.
Topics include:
- Role and empowerment of VP of Customer Experience position
- What were the big customer experience problems uncovered?
- What drives real (un-trapped) customer loyalty for Sprint customers?
- How did Sprint justify the improvements needed and measure its progress?
- What changes resulted in the recent improvements in ACSI scores?
- What is the role of technology to identify problems?
- Three critical elements for success in Customer Experience leadership
Interview recorded on July 22, 2010.
Further reading: ACSI Scores for Wireless Telephone Service
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Michael Lowenstein
Sprint Customer Experience Interview
Generally informative re. transactions and service, but didn't provide much targeted, prioritized detail (apart from first call resolution) on what Sprint is doing/has done to drive more positive, and profitable, customer behavior, even when asked. Customer perception was introduced, but not amplified. Rational and relationship customer experience, and especially branded customer experience, is critical to strategic differentiation in most markets; and this interview focused on the operational 'table stakes' of customer satisfaction and dissatisfaction, and churn reduction. Didn't get that Sprint is endeavoring to be world-class in customer experience, just being better than competitors.
Tax Credit
Customer Experience
I feel that the goal of customer experience management is to move customers from satisfied to loyal and then from loyal to advocate. It is a process that mostly all businesses are trying to achieve. Sprint has kind of fallen off the map compared to Verizon in my opinion. It seems that Jerry Adriano is on the right track to bring Sprint back up to a level where they can compete is this ever changing technological world. As a customer, I have had good experience with Verizon, but I've been hearing a lot more people choosing to stick with Sprint because of their customer service. Customer loyalty is key to success! Thanks for the podcast.
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