Sprint Tries to Open Up to Customers

You won’t get Sprint Nextel CEO Dan Hesse if you email “Dan@Sprint.com,” but you will get the company’s attention, reports the New York Times. In an ad campaign designed to get Sprint in touch with its customers, Hesse asks “If you could change the way wireless companies did things, what would you do?” The address then appears on the screen.

“He’s not sitting at a PC and responding to each one,” said Sprint VP Mike Goff. But customer service reps do, and generally quickly. Goff said Sprint has received thousands of emails. Asking customers for criticism is risky, Goff said, but “when you are a brand that has some issues like we have with perception, you need to take some risks.” (More Sprint stories.)