Cricket Wireless 2012 Annual Report Download - page 7

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1.1 million
MUVE MUSIC CUSTOMERS
AT YEAR END
More than one in five
Cricket customers was on
a Muve Music service
plan at year end. With
higher customer
satisfaction and lower
deactivation rates, Muve
Music customers are likely
to stay with us longer.
2012 YEAR IN REVIEW
5
CUSTOMER EXPERIENCE +
We must earn our customers’ business every month by exceeding their
expectations at every point: from our stores to devices and customer care.
CUSTOMER EXPERIENCE
At Cricket, improving the customer experience is
job number one. Last year we made great strides
to enhance how we interact with our customers at
every touch point – from Cricket-branded stores to
our call centers. And we’re not done yet.
We continued to upgrade our device lineup with
the smart devices our customers want. We became
the first U.S. prepaid carrier to offer the iPhone in
June and launched the Galaxy S® III right before the
holiday selling season. The shift to better devices
has been profound. In fact, smartphones made
up approximately 70 percent of our sales mix in
December 2012.
To match the sophistication of our device portfolio,
we rolled out a more comprehensive sales and
activation process in our Company-owned retail
locations. This process is designed so that our
customers know exactly how to use their new
device before they ever leave the store.
We backed it up with a better customer care
experience, including a continued focus on “first
call resolution” designed to address customer
concerns the very first time they contact us. As a
result, we lowered our customer care costs while
improving the quality of the care services our
customers receive.
We delivered a big innovation with the introduction
of a device financing program in the fourth
quarter. This is especially important given the
unprecedented demand for higher-quality
smartphones, as reflected by the industry’s
expanding sales volume of devices that cost $400
or more. Administered by a third party, our device
financing program allows qualifying customers