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We believe that the customer’s experience with us
is more important than the products we sell.
We posted an all-in churn rate
this past year of 1.8 percent, one of the best in the
business. And the postpay churn rate – the rate
that applies to 97 percent of our customer base –
is even lower at 1.5 percent. Low churn is key to our
strategy, because it is one measure of customer satisfaction
– it measures the disconnection rate. A low churn
rate is a good indicator of satisfied and loyal customers,
which validates the success of U.S. Cellular’s strategy.
We’re always measuring customer satisfaction, always
checking to see if our customers are pleased with our
products, our service, our network coverage and reliability,
our pricing and all the other elements that make up their
experience with us.
We also devote resources to train our associates well.
That training includes a heavy emphasis on such “soft”
skills as courtesy, listening, communicating clearly and
responding quickly to customer concerns.
U.S. Cellular is committed to improving customer satisfaction
for another reason. In November, the wireless industry
implemented wireless local number portability –
a legislative mandate – commonly referred to as
WNP. We support this legislation, because we know that
wireless consumers want the freedom to change service
providers and keep their existing numbers.
During the year, our associates across the company in
customer service, information systems and engineering
made sure that our infrastructure was prepared to handle
all that WNP entails. We were ready. Our emphasis on customer
satisfaction has made a difference. So far, we have benefited
from WNP, with more customers coming to U.S. Cellular.
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