T-Mobile Improves Customer Satisfaction by 69% with Callbacks in Contact Centres

When T-Mobile’s customer feedback surveys revealed low issue resolution scores, they decided to act by implementing a callback program in their contact centres. Through this closed-loop feedback initiative, agents were automatically alerted about dissatisfied customers, allowing them to follow-up right away. As a result, the company experienced a 69% increase in customer satisfaction and a 3-5% reduction in customer churn.

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Hurdle

Low Issue Resolution Scores Caused Repeat Calls & Churn

After assessing their customer feedback, T-Mobile realised they were receiving poor satisfaction scores because customer issues weren’t getting resolved when individuals phoned into the contact centre. This meant customers had to call back repeatedly or visit retail locations to get the assistance they needed. Without a systemised process to follow-up with customers, the company and its call centre agents knew they had to act fast to save these customers before they churned. That’s when they initiated a service recovery callback program to close the loop with at-risk customers. The goal was to increase customer satisfaction, improve issue solution rates, reduce repeat calls and reduce churn.

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5-point solution

1.Determine Criteria for Issuing Callbacks

In order to design an effective closed-loop feedback program, T-Mobile first needed to determine why issues weren’t getting resolved and when customers should receive callbacks. To do this, they used text analytics to categorise verbatim keywords into “resolvable” and “unresolvable” issues. Results found 39% of comments contained resolvable topics, which related to issues including agent product knowledge or attitude, while remaining comments concerned issues that could not be rectified with a callback (network outages, for example).

2.Use Automatic Alerts to Identify At-Risk Customers

With ResponseTek for Telco, T-Mobile has now set up a closed-loop workflow that:

  • Automatically recognises dissatisfied customers with resolvable issues
  • Sends alerts to team leaders and senior agents with action instructions to call the customer back
  • Sends reminder notifications for any pending callbacks

This automated system makes the process of identifying and fixing issues for dissatisfied customers simple and easy for all employees.

3.Offer No Additional Discounts to Keep the Process Fair

Senior agents now receive alerts that prompt them to call dissatisfied customers back right away. The goal is to solve the customer concern as quickly and efficiently as possible — without offering additional incentives or discounts. This ensures the process is fair for every customer, and inhibits a mentality where customers feel that complaining is the only way to get a good deal.

4.Re-Survey Customers to Measure Improvements

To assess the effectiveness of the closed-loop process, T-Mobile now sends out a single-question survey that asks customers to rate customer satisfaction following the callback. The survey also provides an option to leave comments. The astoundingly positive results have revealed that customers are surprised and delighted by the attention to their concerns. In fact, 89% of customers have had a positive change in satisfaction recorded. The re-survey has also given the company enough information to measure the impact of the callback program and ROI.

5.Track the Financial Benefits and Churn Reduction

To quantify the financial benefits of the closed-loop feedback program, T-Mobile compared the customer satisfaction levels of customers who received callbacks with those who did not receive callbacks. They tracked the at-risk customers to their actual contract renewals, finding a 3-5% reduction in churn, depending on customer segment.

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Results

Customers Are Happier with Services: 69% Increase in Overall Customer Satisfaction

For customers who received callbacks, there has been a 69% average increase in the customer satisfaction. Comments in the re-survey have confirmed this sentiment. In particular, there are notes of gratitude from customers stating their great appreciation to T-Mobile for reaching out.

[Customers] are really happy about it. Most of them don’t believe that anyone read their SMS, but with the callback, they know that T-Mobile has serious service!

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Agents Give Better Customer Service, Team Leads and Managers Have Instilled Better Training Programs

By reviewing verbatim customer comments and comparing before and after callback survey results, team leaders gained clear insight into knowledge gaps or weaknesses within their teams. With this insight, they have created targeted coaching and training programs to improve agent knowledge and behaviour — another step that has led to improved services and bottom line results.