Program Overview:

The challenge was declining network perception based on poor network performance.  This was exacerbated by a network build out, which came with additional disruptions causing further frustration and customer pain.  During a time of network rebuild, the objective was to move customers to have positive perceptions of the brand and core product by engaging them in ongoing dialogue on the subject of network.  Network was the #1 topic with base customers and a primary driver of churn.  It was important to showcase the investment in the network and the subsequent improvements in performance in order to improve perception.

Strategy: