Sprint
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Ethnographic research with small businesses
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Small business owners value longevity, continuity, and attentiveness
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Developed a new model of customer service that a large company could actually offer small business customers
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Helping a big company think small
Sprint wanted to understand the telecommunications needs of small businesses in the US and their implications for the promotion and design of Sprint services. Ethnographic research revealed that small business owners wanted large businesses to treat them as they treat their own customers. In their relationships with their customers, small business owners value longevity, continuity, and attentiveness. They were suspicious of the wide sweeping discounts that large companies offered, viewing them as impersonal. The research defined a new model of customer service that Sprint, as a huge company, could credibly promise and deliver to small business customers. |
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