US Cellular 2010 Annual Report Download - page 4

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Differentiating through the Customer Experience
Over the last several years, U.S. Cellular has
introduced programs that address common
customer frustrations—Battery Swap, Overage
Protection, and Free Incoming Calls, Texts,
and Pix.
In 2010, our postpaid churn rate was 1.5 percent,
an improvement from 1.6 percent in 2009,
demonstrating that our loyal customers
appreciate our focus on the features and
benefits that matter to them.
With The Belief ProjectSM, we took that
customer focus to a new level, offering an
exclusive set of features designed to elevate
the entire wireless customer experience: one-
and-done contracts, faster phone upgrades,
Belief Reward points, overage protection and
forgiveness, phone replacements with premium
plans, and discounts for automatic payment.
And, we bundled popular services into national
Belief Plans at a range of price points.
Calling The Belief Project a “paradigm shift”,
industry expert Frost & Sullivan gave
U.S. Cellular its 2010 Customer Value
Enhancement of the Year Award. Reinforcing
our customer focus, U.S. Cellular was one of
only 40 companies nationwide named a
J.D. Power 2011 Customer Service Champion,
based on studies conducted in 2010.
2010 Customer Value Enhancement of
the Year Award for North America
– Frost & Sullivan
2011 Customer Service Champion
– J.D. Power and Associates
Increasing Smartphone Sales and Data Use
U.S. Cellular customers have always expected
excellent customer service and network quality,
and we believe they should also expect the most
advanced smartphones and data devices.
We offered a very competitive device portfolio
in 2010, including the highly rated Samsung
Mesmerize™ (a Galaxy S™ smartphone) and
Samsung Galaxy Tab™, and three other Android®-
powered devices; as well as popular BlackBerry®
and Windows®-based models. Maintaining the
competitiveness of our lineup will be a priority
going forward.
At the end of 2010, the number of customers
with smartphones was nearly 17 percent of our
2 U.S. Cellular
1.8%
1.6%
1.4%
1.2%
1.0%
0
06 07 08 09 10
1.6
1.4
1.6
1.5
1.5
Postpaid Churn Rate
12/09 3/10 6/10 9/10 12/10
20%
15%
10%
5%
0%
7
9
10
12
Smartphone Customers as a
Percentage of Postpaid Customers
17