In her Brands-Only Summit presentation, T-Mobile’s Michelle Mattson explains how their social customer support team (T-Force) has evolved in the social media space over the past two years. She talks about their bold new Un-carrier movement, the social listening tools they use, and their partners across the organization that have helped them become the number one socially devoted brand on Facebook.

1. Delivering Un-carrier
results in social support
MICHELLE MATTSON
TMOBILE
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

2. Delivering Un-carrier Results in Social Support
Michelle Mattson

3. 38,000 Employees
70,000 Points of distribution
50,000,000 Customers
6 Unique Brands
17 U.S. Call Centers
19 International Call Centers
America’s Un-carrier

4. CONSUMER
REVOLUTION

5. AMERICA’S FASTEST GROWING
WIRELESS COMPANY

6. # 1 IN
CUSTOMER
SERVICE

7. WE ARE A
SOCIAL COMPANY

11. +927%
social growth
+616%
social connections
10

12. March 26
Un-carrier 1.0: Simple Choice
iPhone Launch Announced
913%
Increase in
social activity

13. 202%
Increase in
social activity
Introducing
July 10
Un-carrier 2.0:
JUMP! Launch
March 26

14. 139%
Increase in
social activity
The world is
your network
March 26 July 10
at
no extra
charge.
October 10
Un-carrier 3.0:
International Roaming

15. 102%
Increase in
social activity
Free data for
life
while on
T-Mobile’s
network.
March 26 July 10 October 10 October 23
Un-carrier 3.0 Part 2:
Tables Un-leashed

16. 318%
Increase in
social activity
March 26 July 10 October 10
2014
January 6
Un-carrier 4:
Tables Un-leashed
October 23

17. 297%
Increase in
social activity
March 26 July 10 October 10 October 23 January 6 February 2
2014 Super Bowl Ads

18. 106%
Increase in
social activity
March 26 July 10 October 10 October 23 January 6 February 2 April 13
Samsung
Galaxy S 5
2014

19. 241%
Increase in
social activity
June 18
March 26 July 10 October 10 October 23 January 6 February 2
Un-carrier 5 6:
Test Drive
Music Freedom
2014

20. 213%
Increase in
social activity
July 31
JDP Winner
# 1 J.D. Power
WIRELESS CUSTOMER
CARE
March 26 July 10 October 10 October 23 January 6 February 2 April 13
2014

21. 233%
Increase in
social activity
September 10
Un-carrier 7:
Wi-Fi Un-leashed
July 10 October 10 October 23 January 6 February 2 April 13 June 18
2014

22. Home
Grown
Solution
Quarterly Social Connections
2012 2013 2014

23. Our Tools
§ Increased Productivity
§ Streamlined Conversations
§ Enhanced Reporting

24. 60%
Faster time to connect
+300%
Social volume

25. BlackBerry Switch Campaign Advantage Program Changes
5% 37% Positive Sentiment Negative Sentiment
Positive Sentiment Neg2ativ0e S%entim ent
7%
20% 8% Negative Sentiment Positive Sentiment
Positive Sentiment
33%
5%
Negative Sentiment

26. Our Partners
T-Force
PR
Vendors Executives
MP
Legal
Marketing
Business
Intelligence

27. 90% Call Deflection
90% Resolution
Rate
T-Force Social Support Team
#1 Socially
Devoted Brand on
Facebook
+41,000 Connections per
Month
#1 overall in JD Power
benchmark for social
engagement

28. BE A CUSTOMER-CENTRIC ORGANIZATION
KNOW THE CONVERSATION
UNDERSTAND THE CUSTOMER EXPERIENCE
WIN IN EXPERIENCE AND SERVICE
BLUEPRINT FOR
SUCCESS

29. Thank
You
Michelle Mattson, Senior Manager
T-Force
@MM_Mattson

30. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014