1. Case study: T-Mobile Uncovers
Improvements in Customer
Communications
COPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED.

2. The Challenge: Understand how T-Mobile communicates with customers
Challenge:
Over the past few years, as mobile phone penetration grew, devices evolved, and
information 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.
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3. The Approach: Align the corporate communications strategy
Approach:
Peppers & Rogers Group sought to eliminate irrelevant, overlapping, or conflicting information
by developing an understanding of how T-Mobile communicates with customers and
effectively 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channel development, outdated technology, and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.
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4. Insights & Outcomes: Streamlining communication people, process, & products
Insights & Outcomes:
The recommended strategy was two-fold: manage costs in the interim by minimizing
unnecessary communications and prepare to pursue lifecycle-based communication to
increase 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.
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5. www.peppersandrogersgroup.com
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COPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED.
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