T-Mobile’s adoption of a customer-centric approach for B2B customers

Customer expectations may be increasing, but smart brands can retain and attract business by leveraging technologies amid multiple challenges

Putting customers at the center of all business decisions is an ideal strategy, but barriers and challenges can impede progress. In this CX Network Live: Voice of the Customer 2022 session, Lorna Brown, B2B customer experience at T-Mobile, and David Hicks, founder and CEO at TribeCX, spoke openly about the realities of creating true customer-centricity.

Brown explained how a merger led T-Mobile to deal with the challenge of developing a customer-centric approach for B2B customers – something that was new to the traditionally consumer-focused telecommunications giant. For the new B2B CX approach, Brown said that while it had not been perfect, taking a ground-up approach rather than top-down was starting to work well.

Hicks picked up on Brown’s points about making a ground-up approach work, with his emphasis on the importance of “bravery” for CX leaders and their teams, describing them as “the voice of the customer”. He said this meant CX leaders “won’t always be popular”, but they can build confidence through strong metrics and sharing success stories.