For Nicholas Drake, who took the CMO role in 2017, competing in the digital age means getting back to basics. Late last year, T-Mobile announced its Team of Experts customer care approach, which replaces automated voice response systems with real, live people to handle customer inquiries.
To showcase the revolutionary idea of having actual humans answer the phone, Drake and his team released a long-form commercial titled Customer Service Hell, which highlighted the pitfalls of automated voice customer care. The ad starred Rainn Wilson (of The Office), using humor to underline the value of T-Mobile’s initiative.
It’s all part of a big-picture approach to customer experience. "A few years ago we took a step back and said, ‘Is there a better way?'” Drake told AdWeek. “Can we serve customers to give them a better experience while also using modern technology to bring that experience to life?” To find out how T-Mobile rises to that challenge, keep watching Drake and his team.