A couple weeks ago we examined the effectiveness of Sprint’s ‘Cut Your Bill in Half’ promotion, and now CNET has reported that Sprint “added close to a million customers during its fiscal third quarter,” putting them “just ahead of T-Mobile in terms of total customers.” Sprint has introduced a slew of promotions in an effort to surpass T-Mobile and secure its spot in the top three US carriers. Sprint’s increase in customers came with an increase in delight. However, despite this internal growth, Sprint consumers are some of the most unhappy smartphone customers.
Sprint Saw Increased Buzz & Delight from Fiscal Q2 – Q3 2014, but Remains the Least Delightful US Carrier
Buzz and delight have both gone up for Sprint as it gained more customers through various promotions, but Sprint’s overall delight scores remain lower than all other US subscribers. Sprint slashed access fees and increased data to attract customers, but Sprint’s users continue to report the problems with the speed, performance, and reliability of their phones. Will these recently acquired customers stay with Sprint if they do not invest in upgrading their network?
While Sprint has seen an increase in their personal consumer delight scores, indicating better satisfaction within the company, they are still the least delightful major US carrier. With T-Mobile and other carriers constantly looking for ways to shake up the mobile market, pushing their own promotions like allowing customers to roll over unused data, can Sprint retain their underwhelmed customers with low rates? Or will they seek greener pastures with the next another carrier to offer them an appealing promotion? Argus Insights will continue to track the feedback from Sprint’s new consumers to report if they can maintain the momentum they have gained through promotions.
For a detailed look at the entire smartphone market, check out our Monthly Consumer Demand Reports (also available for Wearables and Home Automation). Please contact us with any specific questions or to gain access to our data.