How T-Mobile Became The Hardest Working Provider of Customer Service on Twitter
T-Mobile is the third-largest wireless provider in the United States with more than 60 million subscribers. With over a quarter of a million followers on their customer service help handle, and a CEO leading from the front, engaging with his 2.8 million followers and baiting the competition, they are a true (T-Force) to be reckoned with.
Impressively ranked #1 across both the HelpHandles Telecoms and overall U.S performance index, in our fourth installment of the HelpHandles Insight Series we take an inside look at T-Mobile (T-Force’s) customer service performance on Twitter.
Summary
When you look at the numbers, T-Mobile’s performance on Twitter is quite staggering. Over the past 4 weeks the T-Force Team have received over 12,000 inbound mentions to their help handle responding to over 11,000 of those mentions in under 30 mins.
When you benchmark that level of performance against other leading U.S based telecoms providers, you can see why its so impressive.
Let’s take a closer look…
First Response Time
A fast response time is critical to ensuring a positive customer experience and the T-Force Team ensure they are fastest to respond on Twitter. If you tweet them you’ll most probably get a response in and around 11 min’s if not quicker. When we compare response times over the last 4 weeks the T-Force team come out on top in comparison to their competitors Verizon Wireless Customer Service and ATTCares.
Average Response
Similarly T-Mobile are averaging a consistent benchmark of 10 minutes.
Inbound Mention Volume
Over the last 4-weeks, T-Mobile received a total of 12,274 mentions to their help handle. This places them in the Top 10% of help handles by volume on Twitter.
Response Rate
The T-Force Team work hard to ensure customers receive a response. This is backed up with an 89% response rate, that’s 10,924 mentions replied to over the last 4 weeks….
Response under 30 mins
…and 93% of those responses were made inside 30 min’s. That’s 10,159 responses under 30 mins.
Customer Reward & Recognition
T-Mobile aren't just obsessing over supporting their customer’s on Twitter. They are giving back and thanking customers for their loyalty with a solid rewards scheme. T-Mobile Tuesdays is available for download on the app store and gives customers access to a new set of freebies and competitions every week. To promote this reward scheme T-Mobile have standalone micro-site and have introduced a number of hashtags on Twitter that customers are proactively engaging with.
#GetThanked #TMobileTuesdays
T-Mobile + Twitter = Team Work
It’s not just all about the numbers either. T-mobile’s secret to customer success goes beyond that. T-Mobiles strengths lie in its strong brand and teamwork. They are one of the few social support teams who have branded themselves in their own right. T-Force is the sub-brand supporting the T-Mobile business and to bolster this even more, CEO, John Legere shows his support to the mission on Twitter also.
CEO's on Twitter are not that uncommon but John goes a step further. John can be seen frequently engaging with customers over Twitter, and lives and breathes the T-Mobile brand. Making regular video appearances in the T-Mobile branded clothing, posting updates on his passion for cooking, showing his competitiveness by calling out his rivals and dropping the occasional F-bomb, his visibility and authenticity shines through and is a great example of authentic customer-focused leadership from a CEO who understands his customers demographic.
This joined up strategy sees both John and the T-Force Team working closely together to passionately humanize the brand, the message and the vision and is one that I personally admire and encourage for businesses large or small looking to engage with customers via Twitter.
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For indicative purposes all metric analyses have been conducted over a period of last 4 weeks from (24/07/2016–21/08/2016) Accounts are programmatically scored out of 100 for performance across 4 metrics. Weekly inbound mentions (25%), Response Rate (25%), Responses under 30 mins (25%) and Sentiment (25%). All metrics are available and updated every 15 mins on HelpHandles.com
