Sprint: How Sprint Learned that Customer Love Could Cure their Ills
Summary:
An innovative approach to research helped Sprint reverse the customer defections plaguing the company. The research revealed that the secret was to understand, not what features attract customers but instead, which ones make them loyal. As a result, Sprint added 644,000 net subscribers in Q3 2010, a dramatic turnaround from losing 565,000 during the same period in 2009. This corresponded with a drop in defections from 2.78% in Q3 2009 to 1.81% in Q1 2011, an impressive 35% decrease and Sprint's lowest churn rate ever.
The business opportunity...