WOMEN TO WATCH: SUPPLY STORE EXPERIENCE HELPS SPRINT STAR

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Sprint executive Terri Morrow Tansey grew up in retail, working along with her five siblings at their father's office-equipment supply store in Lincoln, Neb. So it's only natural that she bring retailing to telecommunications.

Ms. Tansey, assistant VP of emerging markets for Sprint Corp., spearheaded efforts in 1997 that put Sprint stores inside 6,000 RadioShack stores nationwide.

"It's no longer just the 30-second TV commercial that we need to rely on because now we have that one-on-one in-store customer experience to rely on," she says.

STONES PROMO

Last year, Ms. Tansey's group also launched a Rolling Stones promotion offering new long-distance users a chance at winning concert tickets; a co-branded "Men In Black" movie promotion; and a Super Bowl promotion offering consumers incentives for subscribing to Sprint's long-distance service.

However, Ms. Tansey, who joined Sprint in 1995, is not slowing down. In addition to retail marketing, six other Sprint business units report to her, including online marketing, new business development and wireless marketing.

This year, Ms. Tansey wants to expand the RadioShack partnership; increase the company's online marketing efforts; and help develop marketing plans for new products like residential screen phones.

REMEMBERS THE BASICS

At all her jobs, Ms. Tansey has never forgotten the basic tenants she learned as a young girl working at her dad's store in Nebraska.

"The customer has to be at the center of everything we do," Ms. Tansey says. "I think a lot of companies out there are talking to themselves. Our job is to talk to customers."

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