Shifting Perception through Digital MarketingJohn Carney Senior Vice President, Consumer Marketing

September 13, 2011

Evolution of Wireless Industry

One of many ways

to be connectedOnly way to be connected

But first, let’s look back at 2008

External data placed Sprint last among the Big 4 in overall satisfaction, with a significant lag with the competition:

Industry Average

Service significantly lagged behind the industry average

Overall satisfaction – January 2008

Gap with industry average

Source: External 3rd Party ResearchMonthly mean score 1-10

Jan 08 Jan 08Jan 08 Jan 08Jan 08

Customer Advocacy Paradigm

Acceptable Service

Honesty(Both Sides of the

Story)

Transparency Trust Loyalty Advocacy

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

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 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

A Customer who

recognizes they are part of something

better or greater and

speaks proactively

about it

This group drives Word of Mouth Marketing

Doing this part well creates the foundation to achieving positive customer perceptions

Sprint.com – At the center of customer engagement

sprint.com

Support

Commerce

Community

Account

SPRINT RETAIL

CUSTOMER CARE

IVR

Sprint.com Redesign

• Increase Honesty• Launch of Social

Community platform

• Ratings & Reviews

1H 2009

• Increase Ease of Use• Launch of new Support

platform

• Search overhaul

2H 2009

• Empower Customers• Launch of new My Sprint

platform

• Homepage redesign

1H 2010

• Relevant Purchase Experience

• Launch of new e-Commerce platform

• Site integration

1H 2011

Support: Online Self Service is a Basic Need for Customers

13

2

4

Support

Account: Enhancing Mobile Self Service

41 2 3

0.00%2.00%4.00%6.00%8.00%10.00%12.00%14.00%16.00%18.00%20.00%

-

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

Apr

-10

May

-10

Jun-

10

Jul-1

0

Aug

-10

Sep-

10

Oct

-10

Nov

-10

Dec

-10

Jan-

11

Feb-

11

Mar

-11

Apr

-11

Sprint.com Mobile Traffic

Total Mobile Visits % of Total Traffic

Account

Account Success: Best in Class improvement in eCare Penetration

Source: Compete

eCare PenetrationQuarterly, Indexed to Q1 2010

-5%

0%

5%

10%

15%

20%

25%

30%

1Q2010 2Q2010 3Q2010 4Q2010

Sprint Industry Average

Account

Community Integration

1

2

3

Community

Social Ninjas are our 1st responders in Social Media

Encourage our employees to help customers in all social channels

Hot Topics

External Activity and Response

Sprint.com

Community

Community Success: 5X usage improvement since ‘08

Source: Sprint

Average Monthly Community Forum Visits

2008-2011, Indexed to 2008

0%

100%

200%

300%

400%

500%

600%

2008 2009 2010 2011 (Jan - Mar)

Community

Commerce: New Sprint.com StoreCommerc

e

Commerce: More Online Sales; Stronger Branding

4Q2008 4Q2010

Online Contribution to Total Postpaid Gross

Adds

41%

Commerce

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)

Overall Customer Satisfaction

Quarterly Employee Meeting

2006 2007 2008 2009 2010 201155

57

59

61

63

65

67

69

71

73

75

Sprint

Verizon

T-Mobile

AT&T

16

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)

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

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.

Key Takeaways

• Embrace personalization and targeting content to drive relevance

• Ensure you're where your customers are in terms of being mobile, social and multi-channel

• Listen to your customers and act on what they tell you (user centric design, transparency/trust) 

• Empower your employees to be your company’s advocate