Workforce Management & Optimization

Can T-Mobile’s Customer Service Overhaul Teach Your Business New Tricks?

Large telecom companies have been notorious for poor customer service. Here’s what you can learn from recent changes at T-Mobile.

Many of the worst customer service horror stories come from the telecom industry. Large companies with a corner on the market don’t necessarily have the incentive to put the customer experience first. However, one company that’s pioneered innovative pricing and more is tackling customer service in a whole new way. Media headlines have been buzzing with news about T-Mobile’s upcoming changes to their customer service approach and what your brand can learn from them.

The team of experts: Most companies handle their customer service needs with central call centers, with all incoming requests for customer support routed to the call center. T-Mobile has introduced the concept “A Team of Experts.” Each team will be organized around geographic considerations. If a customer calls with a problem and then has to call back the next day, or even several weeks later, they’ll reach the same team. By creating a team of experts that individual customers connect with, the hope is that the performance will increase, and customers will be more satisfied with the service they receive.

Collaboration across departments: Another benefit of the Team of Experts is helping eliminate some of the barriers that can occur when there are too many departments involved in customer service. The teams will be able to more easily coordinate with departments like shipping, local retail, and even tech support to deliver a 360-degree experience to customers who need additional support.

Focusing on eliminating common problems: One of the factors that fueled T-Mobile to invest in this area is a desire to overcome common customer service issues. The goals are to reduce confusing phone menus, reduce wait times, and more. While the company won’t be immediately eliminating their technology infrastructure, the goal is to configure their teams to help address—and if possible, prevent—common challenges.

What can your brand learn from this example?

  • It may be time to move away from the generic call center model. Could you assign customers to teams or individual account managers?
  • Find strategies to coordinate more between departments, rather than further breaking down responsibilities across multiple departments.
  • Look for ways to creatively address customer complaints, such as long wait times or confusing messages.

Constantly improving customer service is one of your organization’s best weapons for attracting and retaining customers. When a company in one of the toughest industries for customer service is paving the way, there are opportunities for you to take advantage of those changes to build your own brand’s customer satisfaction.