Many people need help setting up their new cell phone. Most of the carriers look at it as a business expense — and skimp on support in those early days when a customer’s impression of the brand is formed.
U.S. Cellular turns it into an opportunity. They offer personalized set-up appointments. What was a cost is now a major product benefit. They (and their competitors) have to do this anyway … but U.S. Cellular turns it into a positive selling benefit.