“The biggest advantage of Salesforce is that it keeps all of the customer data in one place,” Coutinho said.
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When customers arrive at their local T-Mobile store, sales representatives are ready to greet them with a full picture of their account history.
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With this single source of truth, other T-Mobile teams can reference and update this data as prospects move through the sales funnel.Ĭustomers can also schedule retail appointments through T-Mobile’s website or its custom welcome app. Through a custom app, sales representatives can capture in-store consultation data to create a unique profile for each prospect. To streamline sales and service processes across more than 5,000 stores nationwide, T-Mobile equipped its in-store employees with sales tools they needed to serve customers faster.
Sales representatives were also limited in follow-up opportunities after these conversations. When millions of potential buyers started conversations in stores, T-Mobile lacked the technology to capture that information and move it across digital channels. This was especially true when it came to T-Mobile for Business.
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However, delivering on its Un-carrier mission required adopting a new series of CRM features. The company already had success implementing Salesforce initiatives around service and customer care in partnership with IBM. To serve customers more effectively, T-Mobile needed to create a full picture of each B2B and B2C customer. Let’s take a look at how Coutinho, Walsh, and the rest of the T-Mobile team use Salesforce Customer 360 to digitally transform the employee and customer experience. That’s when T-Mobile began its journey to unify its sales, service, marketing, and IT departments around a shared view of customer information with Salesforce Customer 360, one integrated CRM platform. To ensure great customer service, the company needed to prioritize its employee experience. “Everything that T-Mobile does is based on the customer.”īut T-Mobile’s journey didn’t stop with its customers. “One of the things we are absolutely passionate about is that we are customer-focused,” said Marti Walsh, Senior Marketing Manager. Then, the company unlearned outdated business practices, created an unconventional new business model that put customers first, and simplified sales and service. These included flexible plans, transparent pricing, and personalized service – factors the industry was historically slow to act on.
“We are a people-first company, and that’s what makes us the Un-carrier,” said Poppy Coutinho, Senior Manager of Product & Technology.īecoming the Un-carrier meant embracing massive change, beginning with understanding customer wants and needs. Second, the company needed the product and service innovation to turn this refocused mission into reality. That’s when it launched its Un-carrier campaign. First, T-Mobile had to distinguish itself from the wireless status quo, which was unpopular at the time. cities, diminishing its perceived value.Īddressing this challenge required a twofold solution.
Around 2009, the company was struggling to provide sufficient coverage outside of major U.S. And today, T-Mobile’s 5G network is the largest, fastest, and most-awarded 5G network in the country.*īecause of its shift toward radical customer centricity, T-Mobile experienced year-over-year growth that compelled other major carriers to follow suit – or lose customers for good.īut before this journey started, T-Mobile faced significant growing pains. Unlike its competitors at the time, T-Mobile dropped annual service contracts, overage fees, and roaming fees, and focused on improving customer service and delivering more value. In 2013, T-Mobile US disrupted the wireless industry with a major shift: giving customers exactly what they wanted.
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