T-Mobile USA is one of the three largest wireless carriers in the US with almost 100 million subscribers. It is part of Deutsch Telekom, one of the world’s largest telecommunications companies.
T-Mobile was seeking to improve the path-to-purchase and customer loyalty in its commercial segment. Moreover, they struggled to leverage social channels to gain a competitive advantage for this lucrative customer segment.
T-Mobile USA chose Tahzoo to help them understand the behaviors, motivations, and triggers of the business customer to identify how to gain competitive advantage through improved engagement and establish performance metrics to track results. Using various semantic tools to compile, curate, and analyze large structured and non-structured data sets, Tahzoo applied best practices to target individual audience segments. We focused on the brand, content, sentiment, and the intent of individual audience segments. Additionally, Tahzoo was able to complete a competitive analysis of Verizon, AT&T, American Express, and RE/MAX to ascertain best practices for what was working and what successfully differentiated T-Mobile in their market segments.
Tahzoo delivered a comprehensive report identifying the key behaviors, motivations, and critical audience segments' intent. We presented a series of recommendations for targeting the most likely customer segments to respond with linguistic approaches to differentiate T-Mobile from its competitors. In the year following the research, T-Mobile’s share of business accounts grew substantially, as did customer loyalty.