T-Mobile’s work management strategy provides a clear connection to a great customer experience.
Growth supported through scalable platform
Address inconsistent processes that made it difficult to deliver incredible customer experiences to a growing customer base
Find a more agile, flexible and connected way to work quickly and efficiently
Scaled its platform to meet the 200% growth of its organisation
Achieved 80% growth in active participation in the centralised platform
Increased the amount of projects per month to 300; a 275% increase
200% increase in the size of the marketing organisation
92% decrease in weekly process meetings, from 12 meetings to 1
T-Mobile isn’t afraid to challenge the status quo. In 2013, they turned the standard carrier plan on its head, eliminating annual contracts and mysterious fees, while offering free data when travelling abroad and unique customer rewards.
“We have completely transformed the company,” says Peter DeLuca, SVP of Brand Communications. “We repositioned the brand as ‘the Uncarrier’ and what that means is we’re squarely focused on our customers and their pain points.”
This “Uncarrier” brand promise marked a considerable shift for the T-Mobile customer experience — and the marketing organisation felt the pressure to deliver. This expectation required finding a more agile, flexible and connected way to get work done quickly and efficiently.
“We needed a way to organise our work and scale to the next level,” says Ilona Yeremova, Senior Manager, MarComm Business Operations. “With the volume and velocity at which we work, there is no other tool that can enable us to move forward. Adobe Workfront is our only way to really move forward in a way that’s going to enable people to stay focused.”
Senior Manager, MarComm Business Operations, T-Mobile
The digital landscape looks drastically different than it did even five years ago and not every company is up for the challenges that come with being a customer-focused organisation. T-Mobile’s bet on the customer experience paid off; in those five years the company’s total customer base has increased by 36% to 86 million customers. For T-Mobile, delivering exactly what those customers expect — and exceeding their expectations — required significant effort.
“It’s a very complex ecosystem,” says DeLuca. “We are customer experience obsessed and that means we have to be extremely nimble in everything that we do. Our teams have to be equally agile. Information needs to be in their hands as fast as you can possibly get it to them.”
T-Mobile wanted to bring that same passion and energy to the way they managed work. However, with aggressive growth came changing priorities and an exponentially larger volume of work. T-Mobile quickly realised its current workflows and processes would not scale to meet business demands.
“We were working in silos. There were a ton of meetings and duplications of effort,” says Integrated Marketing Programme Manager Dana Hawkins. “There was no cohesive way to communicate or keep up with our projects.”
“We put our tentacles in everything — but if you’re moving in a million different directions, you don’t always have a clear path forward,” says Yeremova.
Ultimately, the need for visibility and more efficient processes resulted in more than just lost nights and as a company that prides itself on being voted a best place to work, it was time for a change.
SVP of Brand Communications, T-Mobile
Workfront helped T-Mobile bring together all of its people, processes and tools in one place to create a single source of truth that captures the full lifecycle of work. Now the marketing team can track, manage and deliver fully integrated marketing campaigns that help them to keep pace with a growing customer base and stand out in a crowded market.
“Workfront enabled us to drive better project flow and bring previously siloed people and tools together in one central place,” says DeLuca. “It’s super impressive. And now we can manage that flow in a way that allows us the ability to target and talk directly to the customer.”
Integrated Marketing Programme Manager, T-Mobile
Today’s digital landscape enabled T-Mobile to create increasingly targeted and meaningful experiences for their customers. However, with personalisation comes more work streams — a campaign that previously required creating one asset now includes multiple deliverables to meet the needs of every customer.
While T-Mobile was proud of the number of deliverables the team could handle on a daily and weekly basis, this proliferation of work resulted in an inconsistent intake and content creation process.
Today, every task and timeline is managed using customised project templates in Workfront, giving everyone the ability to visualise and keep tabs on all in-progress programmes and stay focused on the work that matters most. T-Mobile can now track and measure progress across every project and task to ensure things are moving smoothly — and continue to evaluate and optimise processes.
“We need to prove that we’re developing better processes and working more efficiently,” says Hawkins. “We can track everything that we’ve done with Workfront and can move forward.”
SVP of Brand Communications, T-Mobile
T-Mobile knows customer expectations will continue to evolve and shift — and a single place to connect work enables the organisation to keep pace and manage a complex system of marketing initiatives, campaigns and content all tailored to their customer’s needs.
“It’s very important to manage this flow of work in a way that’s consistent but also allows us the ability and flexibility to adjust and evolve workflows as we learn more about our customer,” says Yeremova.
“With Workfront, we’re able to have a single source of truth for the entire work organisation,” says DeLuca. “We’re putting information in their hands, which helps inspire them to do the best work of their careers.”
Workfront enabled T-Mobile to:
“With the new tools and empowerment, we’re able to have a single source of truth that the entire organisation can work from,” says DeLuca. “Putting information in people’s hands helps to inspire them to do the best work of their career.”