About the Customer
As America's Un-carrier, T-Mobile US, Inc. (NASDAQ: TMUS) is redefining the way consumers and businesses buy wireless services through leading product and service innovation. The Company's advanced nationwide 4G LTE network delivers outstanding wireless experiences to more than 65.5 million customers who are unwilling to compromise on quality and value. Based in Bellevue, Washington, T-Mobile US provides services through its subsidiaries and operates its flagship brands, T-Mobile and MetroPCS.
Scope and Challenges
With Adobe Marketing Cloud, including Adobe Analytics, Adobe Target, and Adobe Experience Manager, and through its partnership with PointMarc, T-Mobile has a complete digital solution for supporting its business as an “un-carrier”.
The profiles and audience core service within Adobe Marketing Cloud serves as a bridge between Adobe Analytics and Adobe Target. Marketers can flow data collected from Adobe Analytics and first-party solutions into consolidated audience models. T-Mobile can then use this information for targeting audiences with specific messages and optimizing customer experiences.
Laying the foundation for creating and then delivering digital experiences is Adobe Experience Manager. The flexible platform supports the demands placed on T-Mobile’s digital properties. In particular, support for responsive design in Experience Manager meets the company’s growing demand for mobile accessibility. In addition, the assets capability in Experience Manager provides a centralized repository for corporate assets that can be used on the T-Mobile and My T-Mobile portals.
One key component of the company’s transformation was shifting its internal culture to become more data driven. Through enhanced reporting that enables more uniform measurement, audience segmentation, and KPI development, Adobe Marketing Cloud helped to align teams and improve visibility for optimization programs.
Previously, company-wide interest in web optimization and analytics was limited to a small team that could sit around a single table to make decisions. More robust reporting enabled by Adobe Marketing Cloud has since helped to ingrain data-driven strategies into the fabric of the company. The growing team and involved stakeholders can now fill a small auditorium.
Outcome and Implications
While the insights from Adobe Analytics and Adobe Target help T-Mobile marketers uncover how to optimize customer experiences, Adobe Experience Manager enables T-Mobile to implement needed changes quickly and consistently across digital environments. Seeing the shift from desktop to mobile browsing, it is particularly important to create a compelling mobile experience. T-Mobile decided that it needed to upgrade from its .NET environment to a more robust content management system.
One reason for the fast development times is the ability to create and reuse modular components. Rather than creating all pages from scratch, web producers can build pages around images, snippets of code, text, and other components using the Experience Manager sites capability. A component that displays a customer’s data usage, for example, can be placed on the main landing and billing pages, eliminating the need for developers to recreate elements.
For T-Mobile, the customer portal is more than just a way to convey information - it’s a powerful e-commerce site that customers use to upgrade phones, pay bills, buy accessories, and change service plans. Because Adobe Experience Manager is integrated with T-Mobile’s back-end systems, the marketing team can enable the interactive experiences that customers demand.
With flexible authoring workflows, creating a web page is as simple as dragging assets into templates. The newly designed Experience Manager websites have reduced page load times by about 80%, leading to increased page views and adoption.
Most importantly, T-Mobile has transformed its customer experiences. In just one year, the company went from last to first in JD Power & Associates’ Wireless Customer Care Performance rankings for full-service mobile carriers. With customer satisfaction at an all-time high, the company is on target to drive growth as a customer-friendly un-carrier.
"Now that we have more people involved and they can see data firsthand and the results, we gained more support and are achieving success even faster." said Ryan Pizzuto, Manager, Web Testing & Optimization, T-Mobile.
"Integration between Adobe Analytics and Adobe Target gives us both a means to optimize customer experiences and discover the true ‘why’ behind the impact." said Kate Boatman, Senior Manager of eCommerce and Digital Analytics, T-Mobile.
"Adobe Experience Manager empowers web producers and marketers to create and publish quality content without developer assistance." said Vinay Kshirsagar, Chief Architect, T-Mobile.
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