US Cellular 2014 Annual Report Download - page 3

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Dear Shareholders
U.S. CELLULAR 1
Attracting Customers and Building Loyalty
This past year, we succeeded in beginning the
turnaround of our business as we attracted new
customers and reduced postpaid churn steadily
throughout the year. We delivered seven
consecutive months of postpaid customer net
additions. In a highly competitive environment
with increasingly aggressive pricing, it was no
small feat. Our associates have been dedicated and
innovative in identifying and meeting a depth of
consumer needs in a rapidly changing industry.
Throughout the organization, everyone worked
hard and we started to grow our business again.
We differentiate U.S. Cellular by providing
exceptional customer experiences. Because of our
size – we are not one of the behemoths in the
industry! – and our focus on rural and suburban
markets, we can be more nimble and offer our
customers a more personalized experience. In
these markets, our brand is extremely powerful.
A key element of our brand strength is that we
take it to heart to “treat customers like neighbors
and not numbers,” a motto that you’ll see and
hear a lot at U.S. Cellular. With our customer-
focused products and services, we encourage
customers not only to try us, but also to stay with
us. Last year, U.S. Cellular was recognized as a
J.D. Power 2014 Customer Champion. We are
proud to be included on this elite list of 50 U.S.
companies that focus on service excellence.
 
strategic actions we initiated in prior years. The
implementation of our new billing and
  
causing many customer inconveniences that we
have since resolved. The system now is giving us
 
the same time, our network quality is best-in-
class 4G LTE. This year, we launched new
products and services that leverage our network,
including iconic devices such as the Samsung
Galaxy S5 and Apple iPhone 6, and Shared
Connect plans for families and for small- and
medium-sized businesses. Our expanded
 
May 2014, have proven very popular. In fact, in
the fourth quarter they represented 37% of all
postpaid device sales. Our customers now can
U.S. Cellular operates on a customer
satisfaction strategy, driving loyalty by
providing a high-quality network, a
comprehensive range of wireless services
and products, outstanding customer
experiences, and competitive pricing.
In the rural and suburban
markets we serve, our brand is
extremely powerful.
In the rural and suburban In the rural and suburban
markets we serve, our brand is markets we serve, our brand is
extremely powerful.extremely powerful.