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Case Study

T-Mobile Centers the customer experience with Next Best Action

  • Used Pega Customer Decision Hub to bring Next Best Action to customer engagements
  • Made the customer experience more relevant and personalized
  • Empowered frontline employees to provide relevant recommendations leading to better customer interactions

“One of my favorite quotes from a customer impacted by Next Best Action said, 'I feel like T-Mobile knows me'. And that is essentially what we want. We want to know them. We want it to be relevant.”

Marty Hicks VP Consumer Strategy & Planning, Consumer Group, T-Mobile

The Business Issue

T-Mobile, one of the largest wireless carriers in the United States, has been putting customers at the heart of everything it does for more than a decade. This goal has become even more important recently, as the communications industry becomes increasingly competitive and the growth of 5G creates an abundance of new opportunities and potential products.

The philosophy of centering the customer experience around their needs in real-time allowed T-Mobile to reimagine the call center not as a cost center, but as a profit center. The company wanted to do this in a way in which customers received what they needed exactly when they needed it, ultimately driving value for the business.

However, the biggest challenge to achieving this goal with millions of customers was adding relevance and personalization at scale.

The Solution

Typically in communications, frontline employees specialize in one specific function - from billing to customer retention and everything in between. in this model, customers are transferred across teams until they're connected with the right expert to solve their problem.

T-Mobile knew that improving customer experience needed to start with reinventing this approach. Instead of transferring callers to multiple specialized reps, T-Mobile created a team of experts who are empowered to solve almost any customer issue from start to finish.

This team of experts is guided by Pega Customer Decision Hub (CDH). Using AI and machine learning, CDH optimizes all of the data signals that T-Mobile has from its customers and offers the next best action based on each customer’s unique needs, preferences, and context.

The Results

With Next Best Action, T-Mobile's team of experts is empowered to provide relevant and hyper personalized recommendations to customers.

So far, the company has seen the following results:

  • 8-point increase in Net Promoter Score
  • Increased customer retention
  • Improved agent performance

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Tags

Industry: Communications Service Providers Product Area: Customer Decision Hub Solution Area: 1-to-1 Marketing Solution Area: Customer Engagement