Case study: T-Mobile UncoversImprovements in CustomerCommunications COPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED.
The Challenge: Understand how T-Mobile communicates with customersChallenge:Over the past few years, as mobile phone penet...
The Approach: Align the corporate communications strategyApproach:Peppers & Rogers Group sought to eliminate irrelevant, o...
Insights & Outcomes: Streamlining communication people, process, & productsInsights & Outcomes:The recommended strategy wa...
www.peppersandrogersgroup.comCorporate Headquarters:1111 Summer StStamford, CT 06905USA+1 (203) 989-2200                  ...
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Case study: T-Mobile Uncovers Improvements in Customer Communications

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Case study: T-Mobile Uncovers Improvements in Customer Communications

  1. 1. Case study: T-Mobile UncoversImprovements in CustomerCommunications COPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED.
  2. 2. The Challenge: Understand how T-Mobile communicates with customersChallenge:Over the past few years, as mobile phone penetration grew, devices evolved, andinformation converged, T-Mobile ended up with numerous siloed customer communications.• Departments worked in isolation when sharing information with customers, and as a result, customers often received duplicate, overlapping, or conflicting communications from T-Mobile.• The information was not customized, and in some cases was irrelevant to the customers who received it.• It was unclear how the communications impacted business objectives and how much value the company derived from them, even though money was being consistently spent on these communications.• T-Mobile needed to assess its communication program to define an overarching strategy moving forward. 2
  3. 3. The Approach: Align the corporate communications strategyApproach:Peppers & Rogers Group sought to eliminate irrelevant, overlapping, or conflicting informationby developing an understanding of how T-Mobile communicates with customers andeffectively realigning communications initiatives based on the customer lifecycle.• The project team investigated the tactics used by T-mobile to reach its customers.• The project team discovered fragmented organizational ownership, process bottlenecks, unnecessarily long turnaround times for content and channel development, outdated technology, and insufficient data.• T-mobile’s communication strategy revealed new opportunities for loyalty and upsell/cross-sell initiatives.• The new communication strategy would be divided into campaigns, which would save costs and be measurable while allowing for segmentation-based, personalized, time, and relevant communication. 3
  4. 4. Insights & Outcomes: Streamlining communication people, process, & productsInsights & Outcomes:The recommended strategy was two-fold: manage costs in the interim by minimizingunnecessary communications and prepare to pursue lifecycle-based communication toincrease retention in the medium to long-term.• T-Mobile has begun to execute components of the strategy recommendations.• The company hired a dedicated employee to execute the plan, and is coordinating with its third-party creative agency on the next steps.• Already, the company has eliminated costly and unsuccessful processes.• Going forward, T-mobile will measure its customer communications to monitor their impact on the business and the customer relationship throughout the customer lifecycle. 4
  5. 5. www.peppersandrogersgroup.comCorporate Headquarters:1111 Summer StStamford, CT 06905USA+1 (203) 989-2200 COPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. The information contained in this document, much of which is confidential to Peppers & Rogers Group, is for the sole use of the intended recipients. No part of this document may be reproduced in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of Peppers & Rogers Group.

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