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Customer Surveys: Novel Connect considers its partnership with Innovular innovative for the wireless communications industry. The relationship enables better coupling of service to the end cus- tomer than most of Novel Connect’s competitors provide. Novel
Connect and Innovular share common beliefs about customer rela- tionships and cooperate in many ways that phone providers and carriers rarely do. For example, they both feel strongly that they must first anticipate, and then understand, customer expectations
in order to exceed them. They both also strive beyond achieving customer satisfaction to secure customer loyalty.

Together they have designed three surveys to measure/monitor key dimensions of the customer relationship from multiple view- points and time frames. These different viewpoints also help to uncover and address blind spots. Innovular provides the customer database, and Novel Connect manages the surveys.

The first survey is the ongoing Won Business Survey. It is ad- ministered to all new customers at the time of purchase/activa- tion or by automated call or text message during the setup/initial registration process. This survey seeks to determine why cus- tomers chose Novel Connect/Innovular, gathers preferences for the method and frequency of future interactions, determines cus- tomers’ expectations, and examines customers’ satisfaction with the buying experience.

The second is the ongoing Pulse Survey. This brief, tactically ori- ented monthly survey is designed to gather real-time loyalty and phone performance data from a random selection of customers. The survey is deployed directly on the device, according to cus- tomer preferences determined in the Won Business Survey.

The third type of survey is the annual in-depth Allegiance Survey. It is by far the most detailed and the most strategically oriented of the three surveys. Conducted by an independent third party, it is designed to determine the status of longer-term factors affecting customer loyalty, retention, and likelihood to refer (see Item 3.2).

Customer Advisory Groups: Quarterly meetings are conducted with CAGs in each pod community; in 2007, a total of 156 CAGs were conducted companywide. These groups consist of leading- edge users who provide direct input on products and services in return for first releases of new products and services. By taking advantage of the distributed workforce, CAGs enable Novel Connect to simply, systematically, and regularly stay in close con- tact with diverse customers across the nation. Formal meetings
are typically held in the second month of each quarter. The meet- ings follow a standard agenda centered on a quarterly theme. For example, the first quarter meeting focuses on pricing, the second quarter on physical packaging/styling, and the third quarter on features and usability; the fourth quarter focus varies each year to address emerging industry trends or the particular needs of indi- vidual pods. Facilitation of the meetings is considered a career growth opportunity within Novel Connect and rotates on a yearly basis among pod and cross-functional team members.