Speaking during J.P. Morgan's in Boston, Hesse said that Sprint is focusing on three major challenges: improving customer experience, boosting its brand reputation and stabilizing its finances.

Hesse said the company has seen its own internal customer satisfaction numbers go up for 15 consecutive months but cautioned that it could take a long time to rebuild Sprint's reputation for customer service. Hesse likened the company's current situation to that of Japanese car manufacturers when they first tried to penetrate the American market and said that the company's quality was not being reflected in its public perception.

"You have to be patient when you have a brand that took some shots as our company did when it was focusing on integration issues with Nextel back in 2006 and 2007," said Hesse, who also claimed that "people who've experienced Sprint in the last 12 months have had a favorable experience."

Sprint has made improving customer service a key goal of its turnaround plan. Over the past couple of years, the company has been stricken by major customer losses in its wireless services, losing more than 4 million wireless subscribers last year alone. The latest American Customer Satisfaction Index, a yearly study published by the University of Michigan's Ross School of Business, shows that although Sprint still places last in customer satisfaction for its wireless telephone service, the company has improved its score significantly over the past year and has registered a 12.5% increase in customer satisfaction since 2008. The study cautions, however, that "some of the increase is likely to be due to many departing and not very satisfied customers" and not only improvements in Sprint customer service.

In addition to its improving customer service, Hesse said that Sprint hopes to make big strides forward later in the year when the company launches its in 10 major cities. Hesse also said that the company would get a boost when the , billed by the company as its showcase smartphone, hits the market on June 6.