2010 Annual Report

United States Cellular Corporation

Differentiating through the Customer Experience

Over the last several years, U.S. Cellular has introduced programs that address common customer frustrations—Battery Swap, Overage Protection, and Free Incoming Calls, Texts, and Pix.

In 2010, our postpaid churn rate was 1.5 percent, an improvement from
1.6 percent in 2009, demonstrating that our loyal customers appreciate our focus on the features and benefits that matter to them.

With The Belief ProjectSM, we took that customer focus to a new level, offering an exclusive set of features designed to elevate the entire wireless customer experience: one-and-done contracts, faster phone upgrades, Belief Reward points, overage protection and forgiveness, phone replacements with premium plans, and discounts for automatic payment. And, we bundled popular services into national Belief Plans at a range of price points.

Calling The Belief Project a "paradigm shift", industry expert Frost & Sullivan gave U.S. Cellular its 2010 Customer Value Enhancement of the Year Award. Reinforcing our customer focus, U.S. Cellular was one of only 40 companies nationwide named a J.D. Power 2011 Customer Service Champion, based on studies conducted in 2010.

2010 Customer Value Enhancement of the Year Award for North America
– Frost & Sullivan

2011 Customer Service Champion
– J.D. Power and Associates