Cricket customers talk and text much more frequently than the industry averages. Many of them consider their wireless devices to be their “lifelines”.
Sources: Cricket CSAT Survey, CDC Survey.
Cricket customers are unique. Yes, they care about finding a great value. But they value other things too – like balancing work and family, expressing individuality, pursuing dreams, accessing entertainment, staying in touch, and providing for their families. Since our inception, we have offered our customers affordable access to wireless services. Over the years, we’ve steadily evolved our product portfolio and service plans to better meet their needs, and their budgets. We’ve accomplished this by staying constantly connected – through comprehensive surveys, volunteer outreach and by working with customers on a one-on-one basis in our stores.
Our success as a business is defined by how well we know and understand our customers. At Leap and Cricket, our people walk in our customers’ shoes every day. We respect them and we seek to understand the challenges that they face in their daily lives. We value what our customers value – their time, aspirations, hard-earned money and communities. When we develop a product or service, we measure our ideas by asking: Is it affordable? Is it built to last? Is it well designed? Does it deliver the combination of features and functions that my customers want? Our ability to leverage our knowledge into products and services has made a real difference in our customers’ lives. It’s what continues to drive our company forward.
Today Cricket serves nearly 6 million wireless customers. They are young, ethnically diverse and value-conscious – and they’re one of the fastest-growing segments in the U.S. wireless industry. As individuals, Cricket Wireless customers have distinct motivations and different priorities – but they know a good deal when they see one.
After conducting a comprehensive research study of our wireless customers called The Real Life Project, we have identified five overarching customer segments:
Read about them above.
