Case Study: U.S. Cellular achieves 400% more customer feedback and near-real-time action with InMoment

Transforming US Cellular Creating an Effective Experience Improvement Program Where Customer Feedback Drives Action

U.S. Cellular, the fifth-largest U.S. wireless carrier serving over 5 million customers with a strong rural focus, faced an outdated voice-of-customer program that relied on lengthy, transaction-based phone surveys. Calls averaged 45 minutes, feedback was often misattributed (“bleeding” across topics), data took up to two weeks to reach teams, and frontline staff couldn’t follow up effectively—making the program costly and ineffective.

Partnering with InMoment, U.S. Cellular ran focus groups and redesigned a concise, three-part survey (company, call, store) delivered via SMS, email, or phone, and launched near-real-time dashboards to get insights to teams within 48 hours. The new program cut response time to under five seconds on average, drove a 400% increase in customers providing feedback, halved program costs, and supported a fivefold increase in shareholder earnings.

U.S. Cellular

John Lewis

Customer Insights Lead