{"id":30460,"date":"2017-11-03T08:26:00","date_gmt":"2017-11-03T08:26:00","guid":{"rendered":"https:\/\/prophet.com\/?post_type=case-studies&p=30460"},"modified":"2022-10-31T15:40:08","modified_gmt":"2022-10-31T15:40:08","slug":"t-mobile","status":"publish","type":"case-studies","link":"https:\/\/prophet.com\/case-studies\/t-mobile\/","title":{"rendered":"T-Mobile"},"content":{"rendered":"\n
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CASE STUDY<\/strong><\/p>\n\n\n\n

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T Mobile<\/h1>\n\n\n\n

Addressing telecom customer frustrations<\/p>\n<\/div>\n<\/div>\n\n\n <\/article>\n<\/section>\n\n\n\n

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Challenge<\/strong><\/h2>\n<\/div>\n\n\n\n
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T-Mobile wanted to clearly differentiate itself from its wireless competitors and from tried and tired industry practices. Company executives were contemplating a radical new approach to address customer frustration and challenge industry norms.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Solution<\/strong><\/h2>\n<\/div>\n\n\n\n
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T-Mobile tapped Prophet\u2019s deep expertise in brand strategy<\/a> and analytics to supplement its own efforts aimed at addressing customer frustration with the unnecessary cost and complexity of the wireless industry. Prophet helped T-Mobile conduct extensive market research that identified ways in which the brand could inspire, influence and compel consumers to act.<\/p>\n\n\n\n

Prophet\u2019s research and counsel helped T-Mobile confirm a core tenet of its “Un-carrier strategy” – there was a distinct opportunity for a wireless carrier who didn\u2019t act like one. Research showed consumers were generally fed up with what they saw as wireless carrier apathy toward their needs. The resulting T-Mobile brand strategy differentiated the company from its competitors by emphasizing simplicity, fairness and value. Prophet also helped T-Mobile carry its Un-carrier efforts forward through an activation plan that included customer experience design and a development and measurement system to track progress and inform performance targets.<\/p>\n<\/div>\n<\/div>\n\n\n <\/article>\n<\/section>\n\n\n\n

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Results<\/strong><\/h2>\n<\/div>\n\n\n\n
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Since the Un-carrier launch in March, T-Mobile has steadily brought this strategy to life at every brand touchpoint. The comprehensive brand program extends from positioning, messaging and communications to customer experience<\/a> and employee engagement<\/a>.<\/p>\n\n\n\n

The company has gained 1.1 million customers in the quarter following the announcement of its new Un-carrier strategy, the largest customer growth<\/a> in four years, and Fast Company named T-Mobile as one of 2014’s Most Innovative Companies.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Impact<\/strong><\/h2>\n<\/div>\n\n\n\n
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1<\/p>\n\n\n\n

fastest-growing wireless company in the U.S.<\/p>\n<\/div>\n\n\n\n

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17 <\/p>\n\n\n\n

quarters of customer and revenue growth<\/p>\n<\/div>\n\n\n\n

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5B<\/p>\n\n\n\n

dollars in annualized revenue growth<\/p>\n<\/div>\n<\/div>\n\n\n <\/article>\n<\/section>\n\n\n\n

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