In March 2013, T-Mobile launched its first “Un-carrier” initiative, essentially giving customers the option to walk away from their contract with T-Mobile at any time, for any reason. With this change, customer loyalty became an even more critical focus for the company. Since the company had been witnessing a dramatic increase in online interactions since January 2012, and with a key driver like the “Un-carrier” initiative, T-Mobile undertook a close examination of its existing online engagement strategy to maximize opportunities where possible.
Upon review, they found that its social support channel was thriving but live chat could be better leveraged as part of their drive for best-in-class customer experience. T-Mobile’s live chat provider at that time did not enable the team to easily prioritize and/or control customer wait times, and generally did not provide the level of analytics and reporting that would enable the team to take chat to the next level. A strong internal focus was placed on customer analytics in order to optimize the company’s holistic online engagement program, and TouchCommerce was brought in because of its data-driven, analytical approach and reputation in maximizing opportunities in online customer engagement.
T-Mobile’s challenge was to serve customers as cost-effectively as possible, while increasing customer satisfaction:
Analytics and Reporting
T-Mobile’s chat team was working under the umbrella of the social customer support team, allowing the collaboration of best practices and customer support strategies from both teams.
The social customer support team already had a set of KPIs in place to measure performance. So, TouchCommerce analytics team developed a custom report for T-Mobile based on these KPIs that can be accessed in real-time. This real-time visibility at the management fingertips ensures that the goals and results are on track.
More Data with Actionable Insights
T-Mobile customer support is now able to run different types of surveys based on customer interactions and responses, enabling the team to gather more precise information and better understand customer issues and experience.
TouchCommerce’s RightTouch tool is highly adaptable and has APIs that will allow T-Mobile to integrate with other tools that their teams use. The T-Mobile team sees this as an opportunity for a “huge win” and is excited to get the work continued after the initial deployment.