A study announced today by U.S. Cellular (NYSE: USM) indicates that 44 percent of individuals in the Midwest are in the “seven year itch” phase with their wireless provider, noting they are comfortable but suspect they are missing out on something better. Although 55 percent of the respondents admitted to being unhappy with their carrier over the past year, only 34 percent of all respondents have ever broken up with their provider. In spite of this overall dissatisfaction, respondents are hesitant to call it quits.
It’s no secret that people are frustrated with their wireless experience, but people tolerate less because they don’t believe there is a better option. More than one-third (35 percent) of respondents say they stick with their current provider because they believe all carriers are the same, it is too much trouble to switch carriers, or they don’t want to sign a new contract.
With the launch of its new advertising campaign,“Hello Better,” U.S. Cellular is out to change these misperceptions by calling attention to continuous contracts and techno babble in the industry, inspiring the courage to end dysfunctional relationships and presenting a better solution.
Creating the ideal customer experience has been and always will be the top priority for U.S. Cellular. The company has partnered with relationships expert Dr. Judith Wright for further insight and expertise as part of its ongoing commitment to valuable relationships by delivering the best customer experience. U.S. Cellular treats their customers like neighbors, not numbers.“An unbalanced relationship doesn’t work no matter how you slice it—whether it is with your spouse, friend, bank, hairdresser or your wireless provider,” said Dr. Wright.“All too often we give up on what matters to us—thinking that’s what is best for the relationship. We figure it's easier to stay than to move on. But we ultimately sabotage any hopes of having a good relationship, because a good relationship means that both parties are getting what they need and want. It is critical to go for what we want in a relationship.”
By introducing Hello Better to the public, U.S. Cellular is encouraging people to say goodbye to dysfunctional wireless relationships and say hello to a better experience. U.S. Cellular is calling attention to the aggravation customers have with their wireless carriers and proving that a better relationship is possible. To help consumers make a clean break, right now U.S. Cellular is offering up to $300 to customers who switch to U.S. Cellular through a $100 smartphone activation credit and up to $200 when they trade in their used phone.
U.S. Cellular customers enjoy unique benefits, such as new devices faster without resigning contracts after the first, free Overage Protection and free Battery Swap. U.S. Cellular also offers customers the only points-based rewards program in the industry, which rewards customers for simple things, such as paying bills on-time, adding a line or referring friends and family. Points may be used for faster phone upgrades, additional lines, devices, accessories and ringtones.
Other key findings in the Midwest from U.S. Cellular about dysfunctional wireless relationships include:
•“It's too expensive to get out of my contract” is cited as the number one reason stopping respondents from switching providers
• The most common reaction to being unhappy with a carrier is to complain to others
• Males are more likely than females to have negative feelings toward their wireless provider
To say hello to a better wireless relationship, visit a U.S. Cellular store or uscellular.com .
Certain restrictions apply. See store or uscellular.com for full details. Data based on a survey conducted by Braun Research, Inc. on behalf of U.S. Cellular, July 2012.