U.S. Cellular Case Study

Creating an interactive presence for two key, online customer service initiatives

Background:

U.S. Cellular is the nation’s sixth largest wireless service provider, serving six million customers in 26 states. By emphasizing customer support, quality network coverage and a comprehensive range of wireless products and services, U.S. Cellular maintains one of the industry’s highest levels of customer satisfaction.

Challenge:

In 2007, U.S. Cellular introduced two new, online customer service initiatives. The first, an online account management service, allows customers to view and pay bills online, sign up for automatic bill payment, check minutes used and manage notification preferences. The second initiative, a Premium text messaging service, lets customers text to, vote for or sign up to receive text alerts or chat services from promotional text messaging campaigns sponsored and run by third parties. Because these online programs enhance and improve customer service, U.S. Cellular needed a collaborative partner to develop several, easy to use, but intuitive solutions – that introduce, explain and allow existing customers to interact with the new services.

Solution:

Effective and customer-friendly solutions across multiple media platforms require the strategic and technological resources of a premier interactive marketing provider. Before we ever even put a pixel on screen, Fusion92 worked with U.S. Cellular to understand the compelling business reasons and the customer’s process behind each initiative. To demonstrate the ease and benefits of online account management, Fusion92 designed, programmed and deployed an online tutorial that serves multiple purposes. The flash program combines voiceover, text and animated screenshots to guide customers through the simple, step-by-step process. It demonstrates how easy it is to use the service and convinces customers to sign-up. It also serves as an important reference for U.S. Cellular’s customer service group. The unique console player allows easy navigation to a variety of sections for topics of interest or assistance.

Fusion92 also designed and developed technological tools to create the Premium SMS service microsite. These customized data solutions can be adapted and applied to other industries. The site allows customers to search short code text by number and content provider to generate lists based on price, website address and promotional timing. The data is uploaded weekly and updated immediately. It’s a quick, easy and totally unique service that enhances the customer experience.

Both of these interactive solutions maximize the value of the website to make U.S. Cellular services more accessible to customers.

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