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Turning a cost into an opportunity

Picture 9 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.

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  1. Barry Welford April 18, 2009 at 12:53 pm #

    I always check in every day on what you are saying. This was one of the best you have done. I’m sure this use of service really strengthens customer loyalty. You can even create customer missionaries this way. Just hear the buzz.

  2. Atul Chatterjee April 29, 2009 at 4:41 am #

    Another lesson to belearned from this is that user manuals are very poorly written. These provide instructions for functions you may never want to invoke and mix them with frequently used functions.
    Also it shows the possibility of 3rd party support for these services.

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