UScellular
- Quote
- Shifting to a data-first mindset was a big change for our organization. Having Merkle kick off that journey with data at the center was just the momentum we needed to jump start the project.
UScellular wanted to improve its customers’ experiences, especially on the mobile app. Learn how Merkle used data from Google Analytics to help move UScellular’s app rating from a 2.1 to more than 4 stars.
2 Stars
increase in app rating in one year
27%
app conversion rate year over year
163%
increase in plan changes, a key action, year over year
42%
increase in monthly app sessions
increase in app rating in one year
app conversion rate year over year
increase in plan changes, a key action, year over year
increase in monthly app sessions
In late 2020, UScellular was looking for ways to improve its customer experience, partnering with us to reorient the organization toward data-centered decisions. One high-priority area in this reorientation was the mobile app. Internally, UScellular set an ambitious goal: achieve an app rating above 4 stars within 6 months of the project kick off, which would indicate that users were having positive experiences.
There were several key steps UScellular and M|CP took to make data-driven app optimizations.
UScellular’s data-centric approach to app optimization generated strong results.
Beyond the quantifiable wins, the frequent conversations about app performance have also helped the UScellular team advance on its path toward a data-centric organizational culture