6 Ways T-mobile Delivers Optimal Customer Experience
As a teaser for Customer Contact Week (CCW) Nashville 2020, Matt Wujciak, Digital Writer & Editor for CCW, had a sit down with Susanna Hadley, Senior Manager, Program Management Operations at T-Mobile, who will be a keynote speaker at the event (download the CCW Nashville 2020 Agenda here).
Here are some highlights of what Susanna had to say during the conversation, where she gave us her take on the six things that T-Mobile focuses on to deliver the optimal customer experience.
One Standard Message: The Customer Comes First
As Senior Manager of Program Management Operations at T-Mobile, Susanna Hadley faces numerous and diverse challenges to deliver optimal customer service for consumers via various tools, techniques, and technologies. While effective communication and cross-functional leadership are important in delivering quality experiences to T-Mobile consumers, the prime emphasis of all management and technological efforts has to be on the customer.
This customer-centric approach dates as far back as 2012, when a shift in management philosophy charted a path for T-Mobile as the mobile carrier that acts on the basis of customer feedback and customer requirements. As Susanna puts it: “Listen to your customers. Let's do things that make it easier for people to do business with us and use our products and services to really enhance their life.”
This has been the guiding principle used to communicate and bring T-Mobile teams together.
Take Care of Front-Line Employees: The First Line of Communication With The Consumer
There's a constant relationship between employees and consumers and from the very beginning, T-Mobile believed in the value of its front line staff, and taking good care of them as the ones who take primary care of the customer.
At T-Mobile, HR has played a critical role in defining good hires, with empathy a quality that’s immediately sought out in front line recruits. “We're looking for people who understand what it’s like to walk in a customer’s shoes, and are able to identify things that would make their experience better,” Susanna says.
To this end, T-Mobile’s Human Resources division runs orientation and training programs, and an inclusion initiative that brings customer representation to the workforce. HR also has a seat at the table in terms of governance, moving forward, and cross functional leadership.
Know Your Customer and Know How to Help Them
Implementing processes that drive unforgettable experiences for T-Mobile customers requires a deep understanding of the consumers and their needs.For front line workers, T-Mobile has put in place a number of measures to facilitate their efforts, with enhanced tools for increased visibility with customers, and team realignment that enables front line staff to service specific markets.
This approach makes it easier for T-Mobile staff to deal quickly with customer issues that do arise, and saves the organization money by reducing the need for consumers to get in contact in the first place. After all, if the customer experience already addresses their pain points, there’s less need for additional support.
Use Data Analytics to Better Understand the Customer and the Market
Data analytics has a role to play in understanding the customer, and in identifying and resolving their pain points. Information analysis is also key to understanding the wider picture of the industry and the economy at large.
For this broader analysis, T-Mobile looks to syndicated sources and benchmarks relevant to establishing the organization’s position within and beyond the communications sector.
In terms of the consumer, T-Mobile looks at a lot of data concerning customer behavior, and the organization’s own performance in meeting customer needs.
Use Your CRM System to Understand Customer Behavior and Nurture Relationships
A good customer relationship management (CRM) system is key to getting a firm grasp on consumer behavior, navigating data silos to increase efficient communication, and creating those optimal personalized experiences.
T-Mobile’s CRM system is critical from the angle of knowing where customers are getting hung up, driving continuity, and understanding how to enhance their overall experience. The system can equip front line representatives with the best possible scenarios to help them understand where customers have been, and how to address their issues in real time.
“Whether they are in the physical store, talking to our customers through messaging and chat, or whether they pick up the telephone, it is important to understand how to serve them as customers and to acknowledge both the baggage and effort they bring into that conversation, to know how to address it effectively,” observes Susanna. “It also gives us the opportunity to present customers with opportunities to deepen their relationship with us.”
Meet Customers Where They Are On Social Media
At T-Mobile, a lot of customer suggestions come through social media, and the organization uses the social platform as another means of communicating with consumers. In fact, there’s an entire team dedicated to social media monitoring and proactive intervention in line with commentary and feedback that originate there.
For many consumers, social media platforms are an extension of where they live, and T-Mobile acknowledges this fact by meeting customers where they are, and responding to their needs through social channels. “If you want to troubleshoot over social media, we'll do it for you if that's how you want to talk to us,” Susanna confirms. “We will meet you where you want to talk to us.”
Map the Customer Journey from End to End
Finally, in order to deliver an optimal experience and maintain that level of engagement over time, it’s important to map the customer journey.
For T-Mobile, this mapping is an end-to-end process that begins at the “shopping around” stage before the consumer actively engages with the organization, and extends through the various stages of customer interaction with the brand as relationships establish and develop.
Susanna Hadley concludes: “Whatever a customer’s journey might be, we're trying to understand these critical moments in time where we have to show up and show out to make sure that customers understand that in this moment if you need our help or you want to deepen your relationship with us or if you're having an issue or maybe you're in the middle of a natural disaster, we are providing the best service possible.”
More Content Like This:
- Designing for An Automated Future
- Understand Customer Mindset with Journey Mapping
- Why Customer Empathy is Critical to Customer Service Interactions
- Customer Contact Operations Guide
- State of Contact Center Employees for 2020