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
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.
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’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