Editor's note: This story was part of TheStreet's 10-part Top Business Leaders of Tomorrow series.NEW YORK ( TheStreet) -- U.S. Cellular ( USM - Get Report) chief Mary Dillon loves her customers so much she's willing to let them go. Well, once they've completed a two-year contract, anyway. That seems to be the hope behind U.S. Cellular's new "Belief Project," which is a selection of calling plans the Chicago-based wireless company launched this month. The offering assumes that people will be so happy with the phone service, so larded up with reward points and so eager to cash in on an 18-month phone upgrade that they won't need a contract to keep them from straying. More Top Leaders: SanDisk's Shuki Nir>> Loyalty programs have been part of the marketing playbook for years -- think credit card points, airline miles. But the approach is new to telecom. And so is Dillon.
|Mary Dillon, CEO US Cellular|