Equipped for the Journey | Seattle Interactive Conference 2018
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Presenter: Giles Richardson, VP, Digital Journey Optimization, T-Mobile Giles walks through the elements - technical, organizational and cultural that are required to start running digital Journeys that customers want to engage with. Covering endpoint measurement, idea pivoting, content velocity, and the ability to sustain a consistent journey over time.
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Equipped for the Journey | Seattle Interactive Conference 2018
- 1. EQUIPPED FOR THE JOURNEYGiles Richardson Vice President, Digital Journeys October 2018 T-Mobile Confidential
- 4. 4 75MCUSTOMERS Q2 TOTAL REVENUE $10B1% CHURN RATE UN-CARRIER REVOLUTION THE T-Mobile Confidential
- 5. THERE ARE NEW WORLD RULES. WE REQUIRE A DIFFERENT WAY OF THINKING TO BE SUCCESSFUL IN DIGITAL. 5T-Mobile Confidential
- 6. 666 1. YOU CAN KNOW “THE ONE THING” THAT PEOPLE DESIRE RIGHT NOW T-Mobile Confidential
- 7. 7 2. CUSTOMERS DON’T BREAK-UP WITH YOU, YOU JUST SEE THEM LESS AND THEY TALK ABOUT YOU MORE T-Mobile Confidential
- 8. 8 3. EXPERIENCE IS NOW YOUR BRAND T-Mobile Confidential
- 9. 99 4. YOUR DIGITAL EXPERIENCE CANNOT BE THE SAME FOR EVERYONE 9T-Mobile Confidential
- 10. HOW DO WE RESPOND? KNOWS YOU IN EVERY INTERACTION – EVEN THE FIRST EFFORTLESS SELF-SERVE EXPERIENCE GREETS AND CURATES YOUR JOURNEY A PERFECT HOST does many things well, both upfront and behind the scenes BECOME A HOST OMNIPRESENT AND OBSESSIVE 10T-Mobile Confidential
- 11. 11 Err… So how do we do that? T-Mobile Confidential
- 12. 1212 T-MobileConfidential 1. Create Superhuman Hosts WHO ARE… WHO ARE NOT… Managing a single journey from the customer’s perspective Data driven decision maker Empowered to experiment Creating products / offers Spending marketing dollars Building creative and identity Building tech or capabilitiesCan do most of it themselves 12T-Mobile Confidential
- 13. 1313 T-MobileConfidential TRIGGERS CUSTOMER INTEREST MODELS CAMPAIGNS PREDICTIVE VOLUME Started something and stopped, it’s their birthday, stuff we need to act on now or we should know Shown interest in something and we see them again Propensity models built on what we think they are quite interested in What we would like to talk with you about 2. Create Superhuman Contacts
- 14. 1414 T-MobileConfidential 3. Create Content Velocity Superpowers - Pre build components - Work flow managed ASSEMBLE - Discoverable - Correctly permissioned REUSE - Multiple platforms supported SCALE
- 15. 1515 T-MobileConfidential Adjust & Repeat Define a journey based on outcome Curates the experience that’s right for the customer Test, learn, and measure with data 4. Create Data Democratization Superpowers Dashboards 80:20 Analyst Hosts
- 16. 1616 T-MobileConfidential Homepage App Email MyTmo Display Search Video MANAGE (the Message) CURATE ( the Journey) Text Social Retail CareDigital REACT (and Make Reactive) Digital Experience 5. Influence Superpowers Across Your Network
- 17. Closing Slides THE FUTURE IS REHUMANIZING DIGITAL
Editor's Notes
- Quick overview of T-Mobile for anyone who may not know Two core brands, T-Mobile and MetroPCS Third largest US carrier, with 70.7M customers We are the #1 prepaid carrier $40B in revenues For the past few years, we’ve been punching above our weight and gaining market share from larger, deep-pocketed competitors But this wasn’t simple and it wasn’t overnight And that’s what I want to talk about today: how we changed our approach and, as a result, changed an industry forever Transition to Un-carrier Revolution
- Quick overview of T-Mobile for anyone who may not know Two core brands, T-Mobile and MetroPCS Third largest US carrier, with 70.7M customers We are the #1 prepaid carrier $40B in revenues For the past few years, we’ve been punching above our weight and gaining market share from larger, deep-pocketed competitors But this wasn’t simple and it wasn’t overnight And that’s what I want to talk about today: how we changed our approach and, as a result, changed an industry forever Transition to Un-carrier Revolution
- Became the Un-carrier… Carriers were able limits, restrictions, and extracting as much money from customers as they can. We’re about freeing customers, removing limitations, solving pain points and giving more to you without asking more from you. We have more than doubled our customer base over the last few years Going from 33M customers in 2012 to nearly 73M today – and counting! 18 quarters with over a million new customers 15 quarters leading the industry with postpaid phone growth Churn has been cut down in half Because our customers are happy – we have the most satisfied customers in wireless We went from #4 to #1 in service satisfaction according to Nielsen Revenue has also doubled over the same period From $5B quarterly to $10B in total revenues last quarter Led the industry in 17 of last 18 quarters This isn’t from us jacking up prices, or locking customers into some unwanted bundle with exploding costs It is because customers have seen what we do and what we offer and have chosen to invest more in our services A lot of our success comes from two major investments: our signature moves & network You can see our signature moves here – nearly all have been copied by the major carriers, even if their copies are poor knockoffs… Overages are gone, service contracts are gone, global roaming has gotten much cheaper and predicable, and everyone offers an unlimited plan now. Transition to Network Growth