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ALL CUSTOMERS



Case Study


T-MOBILE DRIVES AI ADOPTION FOR MORE RELEVANT CUSTOMER INTERACTIONS

 * 3.3% increase in first call resolution

 * 7.5% increase in Net Promoter Score


 * REDUCTION IN CUSTOMER CHURN

> “The journey we've been on is getting those stakeholders in and trusting the
> technology, helping them see what it does, making sure that they're part of
> it. This isn't a black box. We welcome all teams to work with us directly. We
> share our information, everything's transparent. This is a journey that we are
> on as a company. This is everybody at T-Mobile trying to put the customer at
> the center of what we do.”
> 
> Brian Sprigings
> Director – AI Strategy, T-Mobile


THE BUSINESS ISSUE

T-Mobile is one of the United States’ major wireless carriers, providing mobile
phone and data services to millions of customers. The company is well known for
its branding as the "Un-carrier." Now, T-Mobile wants to further enhance its
customer experience in the wake of its merge with another major U.S. carrier,
Sprint.

To do this, T-Mobile’s leadership developed a strategy that transitioned
customer service representatives from specialized queues toward geographical,
market-based teams called “Teams of Experts,” where representatives would handle
a wide range of customer issues without transferring calls. This transition was
customer-friendly but posed a significant challenge to frontline employees who
lacked specialized experience and needed assistance in resolving complex issues
efficiently. Operations leaders now needed a solution that supercharged every
expert’s skillset by giving them the next best action to support the entire
customer journey.


THE SOLUTION

T-Mobile chose the Pega Platform™ and Pega Customer Decision Hub™ to harness the
power of AI and address adoption challenges. The company implemented next best
action (NBA) capabilities within Customer Decision Hub to provide its
representatives with the right action to strengthen customer relationships
through proactive service.

The original use case for NBA was to assist customer care representatives in
identifying customers likely to cancel their service and provide appropriate
solutions to retain them. Over time, they expanded the use cases of NBA,
including sales, upsell features, and enhancing the overall customer experience.

To ensure successful adoption, T-Mobile's AI Strategy Team worked closely with
upper leadership, stakeholders, and frontline users. They established a
governance operating framework, including a VP governance board and channel
execution working sessions.

T-Mobile's approach focused on building trust with frontline users by
emphasizing that AI is meant to enhance their capabilities, not replace them.
The framework provided suggested wording to assist with proactive conversations
and showed how AI could optimize the investment of time during visual audits.
Developed program reporting that went beyond revenue, to include cost and
customer experience metrics, allows for trust-building conversations with
operations leaders about where investments would be made and where benefits
would be realized.


THE RESULTS

By using AI-driven insights, T-Mobile’s experts can now engage customers in more
relevant and productive conversations, resulting in higher customer satisfaction
and loyalty. So far the company has seen:

 * 3.3% increase in first call resolution
 * 7.5% increase in Net Promoter Score
 * 7.4% increase in customer discussion rate
 * Reduction in customer churn

T-Mobile continues to evolve its strategy. The company is now focused on
expanding the adoption of Pega and AI at the enterprise level, involving various
channels, such as digital, retail, and chatbots. Its goal is to offer
personalized, data-driven solutions to every customer, ensuring a highly
relevant and engaging experience.

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RELATED RESOURCES

Video


ACCEPTING AI AT T-MOBILE: DRIVING ADOPTION TO ACHIEVE BUSINESS OUTCOMES

Analyst report


PEGA NAMED A LEADER IN THE FORRESTER WAVE™: REAL-TIME INTERACTION MANAGEMENT, Q2
2022

Solution


REAL-TIME AI


PEGA FOR COMMUNICATIONS

Orchestrate every journey with AI and automation.
Learn more


TAGS

Industry: Communications Service Providers Product Area: Customer Decision Hub
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ABOUT PEGASYSTEMS

Pega provides a powerful platform that empowers the world’s leading
organizations to unlock business-transforming outcomes with real-time
optimization. Clients use our enterprise AI decisioning and workflow automation
to solve their most pressing business challenges – from personalizing engagement
to automating service to streamlining operations. Since 1983, we’ve built our
scalable and flexible architecture to help enterprises meet today’s customer
demands while continuously transforming for tomorrow.


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