Strategic Window: Spirit of Service: Phase Four

Qwest Communications, which in recent years has struggled with customer service problems, late last month launched the fourth phase of its new Spirit of Service campaign.

This leg of the campaign will focus on "tangible proof points" of Qwest's turnaround in the area of customer service, says Joan Walker, executive vice president of corporate communications. This time the message is about the company's extended hours, its myqwest.com offering, and "proactive statusing" by technicians (meaning that technicians now contact customers both before and after their visits to customers), says Walker.

Walker says before Qwest publicizes advances in customer service, there must be at least 85 percent customer recognition of those improvements, as reflected by company surveys.

The campaign behind Qwest's new Spirit of Service motto launched Sept. 30, 2002, replacing the previous Ride the Light campaign, which focused more on technology than on customers. The second installment of the Spirit of Service campaign came in December with new TV spots showing how multiple generations of various families have worked at Qwest.

A week and a half ago Qwest began its "There for You" part of the Spirit of Service campaign; it's about the company's customer service and community service.

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