Newest JD Power Report Shows T-Mobile Dropping To Fourth Place For Customer Service

This is one report I’m truly disappointed to write as I feel the mighty have fallen. T-Mobile, once an all-star in the customer service field with enough JD Power awards to fill an entire trophy room, has fallen to fourth place in the most recent JD Power Wireless Customer Care report announced this morning. Don’t get me wrong, I had early signs this was happening as I reported back on January 27th that T-Mobile was in line for a fourth place showing, but it’s disappointing to see it really happen. Between churn reduction and repairing their once mighty customer care program, T-Mobile certainly has their work cut out for 2012. Let’s be clear about one thing though, this fourth place showing is a result of policy changes and not staff. I know plenty of customer service folks and I can say with absolute certainty, they have grave concerns over how they are able to do their job…especially from over a year ago.

Thankfully, T-Mobile acknowledges these changes as they say “..the company introduced many new offers combined with changes to policies and procedures, which made it more difficult for frontline employees to deliver the highest level of service to customers.” Acknowledging the problem is a great first step Magenta, but what’s next? Take the handcuffs off of your employees and let them do what they have done so well for so long. Let great customer service be great customer service.

The two largest complaints I hear are the time in which issues are resolved and the ability to get a hold of customer care in a timely fashion. Therein lies the first steps to take to resolving and revitalizing your customer service. Time is money, for both the company and the customer so focusing on resolving the issue in a timely manner while ensuring customers are routed to the right department properly are two key ways to make the customer happy. Of course, T-Mobile knows this, they have dozens of people on the pay roll to think of these things before I or you, the readers do. Now is the time to execute these strategies as T-Mobile is poised for a comeback post-AT&T. It’s a fresh slate in 2012 and a first place showing in JD Power before years end would show just how serious T-Mobile is about remaining a player in the US wireless market.

T-Mobile has won the JD Power award 11 out of the last 16 times so we know that they know how to execute a great customer care strategy, so let’s see it happen again. Read the full JD Power press release here.

Email sent to T-Mobile employees this morning:

I have some disappointing news to share. The J.D. Power award for Wireless Customer Care was announced today and we finished in last place. We dropped to fourth place, four points behind AT&T. Verizon Wireless continues to hold the top spot.

Delivering outstanding customer service is core to who we are, making this news especially difficult. I know that each of you have a sense of pride in taking care of our customers and I truly appreciate your daily contributions.

We experienced many challenges in 2011 that impacted our service quality. Doing what’s right for the customer AND the business is a delicate balance. So when we saw customer satisfaction scores decline, we responded. We made changes to the SIVR based on customer and frontline feedback which are being well received. We focused on iOCR and our scores started improving and we made myVOC an integral part of our new balanced metrics program. The good news is that we’ve started trending in the right direction, but there is still much work to do.

The latest JDP survey shows that Concern is an area of opportunity for us. Acknowledging the customer’s issue and taking ownership of it shows that we care. Knowledge is key – being confident in our solutions builds customer trust. And, Resolution is still foundational to our success. I’m sure all of this sounds familiar – Courtesy, Concern, Timely Resolution and Knowledge. We must refocus on these.

You may ask, what about sales? Sales remains an integral part of our Resolve, Sell, Grow strategy and this isn’t going away. However, we must strive to balance Service and Sales. We will continue to ensure you have the right tools and resources to be successful.

So, how can you make a difference? Focus on your myVOC scores. When our customers are happy, this is reflected in JDP. I know this team has the passion and commitment to regain our service leadership. Let’s do this by “Winning Back Our Customer’s Trust One Call at a Time!”

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  • Anonymous

    Just for thought. Know right off I do not know alot about Verizon, Sprint, etc. This is about T-Mobile. 

     Why did ATT  let T-Mobile think they were going to buy, for HOW long had this been going on, Humm.  Things as such with ANY company can effect morale.  It shouldn’t have been leaked,  But once it was out it  started bothering alot of TM folks.  (I doubt 1st leak was TM.)  I know so many people that switched to ATT when their contracts were up with their TM account & went directly over to ATT because of all the uncertainty & media. Good strategy ATT!  I recognized this the minute I heard TM was Staying TM the other day. I was so glad!Alright, I’m ready for the repercussions. I am a loyal T-Mobile customer and I’ll tell you what, I have not ever called them and had them be rude to me or not taken care of a need I might have had from time to time. It too remember is about how WE the customer treat THEM. Grant it, I’ve called and have had to call right back because I could not understand the person. BUT, T-Mobile does not stand alone at all in outsourced respect, this is  just widespread norm today.I had my first plan initially with Aerial, then it went to Voice Stream, then  to T-Mobile. So, I guess that makes me a customer since the mid to early 90′s.  It’s not a secret there’s always been company and corporation buy outs and mergers right. Red tape, round table agreements, these tweaks go on during the whole process.  When I read the post talking about catering to the poor, I just wanted to throw up. Come on, please. Did she realize with that statement she was equally stating how easy T-Mobile was to work with, and they have a contract just like all the rest. Hello.Obviously alot of people didn’t even have cell phones until years after they had come out, largely due to affordability & coverage. (Whether single or with families, their money obviously had to be delegated to certain needs.) T-Mobile’s great prices helped alot of those folks, so kuddos to T-Mobile. Besides, I was raised not to give up quality, just spend money wisely ). Obviously most of YOU became customers didn’t you? My income has always been a nice one, I am fortunate. I’ll tell you what, I’ve always stayed with them, I Still love my T-Mobile! They are trying very hard to meet needs, at your rhave equests. Think about it. I am wondering how many of you T-Mobile haters are stating it’s been because of customer service, have you tried to take advantage of T-Mobile & call into cust service, even when your problem might be your own doing, trying to get an adjustment & get them to make a change on your bill every time you’ve  turn around. Obviously it does seem you know so much about their customer service. How come I’ve been a customer all these years and I don’t have One complaint, really.  Years back there were  times between 2 phones that our bills were $500.00. But we did it, so we paid it. We didn’t stomp, leave, call cuss @ TM Cust Serv b/c we didn’t want to pay it, or break contract, or have cust service TM have to cut us off b/c of it.  Another thing, we should all know by now, every time a company makes a change especially in the data industry there are going to be tweaks and upgrades for awhile. Just Look at all the computer software &  programs you buy. There are glitches to everything! That’s why there are techs on every street corner! Don’t beat up T-Mobile. Just for the record, in my opinion, AT&T can be the worlds WORST EVER in customer service! They not only have cellular market but home ph, DSL, wifi. I have DSL wifi. They are an old company, but they still send you overseas, they still bill you not your discounted rate you sgned up with, and they will still tell me … just last week again, “even we still don’t have inet U-verse figured out yet”. Pretty bad when your 4 mo old inet won’t stay up, and I have a nice dv73180 entertainment. Thank God for my T-Mobile! (And No I don’t now, nor have I ever worked for T-Mobile, or any family or friends –  that I know of)

    • Sedrufus

      WOW. thank you for saying it. poeple should try being a bit nicer when calling into customer service and please stop saying…”i am a loyal tmobile customer so you should…”

      This was bound to happen. years and years ago tmobile spoiled its customers with whatever they wanted. You could get anyfhing credited as many times as needed, lost or damaged phones would be replaced on tmobils tab, overages again dont worry tmobile would credit them. But now tmobile caught onto the fact its a business and the company cant run like that. Now tmobile runs more like a business which includes making better decisions when it comes to customers like dont credit and give out phones like it xmas just becuase a customer complains enough. tmobile will now learn how to make thier customers happy and run as a business. although its some bad press its actually a great place to revamp what customer service is to tmobile, create a healthy business and move forward.

  • Captcdd

    Hey Google!!!! Opportunity is knocking. You gonna answer? 

  • Surprised?

    Was I the only one that knew this was going to happen? Really?

  • http://profiles.google.com/keithdtyler Keith Tyler

    Seems like maybe their new plans to close some CCs and lay off nearly 2000 CSRs are brain-dead stupid. How much does TMO-US CEO make again? Too much. Not that DT is helping any.

  • Kath1027

    I called T Mobile’s customer service and I swear I was speaking to a robot in India.  The robot could not help me or explain an extra $10.00 per month charge I was now receiving.  I had several other issues with t mobile such as several  dropped calls, lack of service, i even received voice mails up to a week later.  This company just pisses me right off.  I am paying for a service which I am not receiving.

  • SandraDE

    Well, you can tell TMO that they are losing a loyal TMO customer of over 10 years because of poor customer care and service issues. Yes, all the companies have their issues but I feel TMO is falling behind as far as their infrastructure. Yes, and also because they don’t have the IPHONE!!!!!!