T-Mobile

T-Mobile integra a Yext para ayudar a sus clientes a encontrar T-Mobile más rápidamente

T-Mobile
Clientes de T-Mobile

«Hemos hecho un gran esfuerzo para gestionar internamente todas nuestras tiendas minoristas, desde una base de datos central, algo que la mayoría de empresas están teniendo problemas para hacer bien. También tenemos un sistema centralizado con comprobaciones y balances, de modo que todo sale de esa base de datos como fuente verdadera. Yext llegó y nos ayuda a hacerlo.»

Glenn May, gerente sénior de búsquedas
65 millones Clientes
Más de 3500 Escaparates de tiendas tradicionales
Más de 45 millones Yext-Powered Impressions

With over 65 million customers, T-Mobile is one of the United States’ largest wireless providers whose influence only continues to grow. Not too long ago, the company decided to spearhead change and fix its industry — a category that once ranked in people’s minds worse than that of proverbial used car salesmen — forcing the rest of the players to follow. In an increasingly mobile world where people have multiple devices, how were people using its services, and how could it best serve them?

"What we do impacts everyone’s daily lives," says Glenn May, Senior Search Manager. "Whether it’s business or personal — whether a person needs to make an emergency call, or keep in touch with friends and family — the service we provide is fundamental. We are one of those services that you don’t notice is working until it’s not. We need to always be on, have 100% availability, 100% service for our customers, and exceed their expectations at all times."

De la presencia de comercios al por menor expansiva de T-Mobile, incluidos quioscos y tiendas dentro de tiendas, más de 3500 ubicaciones son escaparates tradicionales. "Es una división entre empresas franquiciadas y propias", explica May. "Tenemos una corporación y luego lo que llamamos TPR, es decir, minorista preferido de T-Mobile. A muchas personas aprecian y valoran las interacciones cara a cara, pero no quieren tener que conducir 30 kilómetros para hacerlo", sigue diciendo. "Especialmente cuando, a medida que los teléfonos inteligentes y tabletas son cada vez más sofisticados, se hacen también más complicados. Es mucho más fácil para la gente dirigirse a nuestras ubicaciones y tener a alguien que les muestre las cosas".

Con esta idea en mente de ayudar a los clientes a que encuentren T-Mobile más rápidamente es que "queremos estar presentes en los barrios en donde viven. Se trata de algo verdaderamente importante, no solo porque la gente quiere ir a los establecimientos que estén cerca, sino también por la cobertura: la gente quiere saber dónde hay buena cobertura en su barrio, en su trabajo o en sus casas", continua May. "Queremos que haya una tienda en cada área en donde la gente trabaje o viva, de tal manera que puedan preguntar: "¿Qué cobertura tengo?" Se les puede mostrar allí mismo. Es, por tanto, verdaderamente importante operar a nivel local y estar presentes en esas áreas".

Junto con la eliminación de los contratos, actualizaciones en cualquier momento, transmisiones gratuitas, recompensas al cliente, eliminación de cargos ocultos y una red notablemente ampliada, la experiencia del cliente cuando recibe un trato en persona es una de las muchas mejoras, o como le denominados aquí movimiento "un-carrier", que T-Mobile ha iniciado para su sector y sus clientes. "Hemos dado enormes pasos para minimizar la cantidad de tiempo que los clientes pasan en la tienda en lo que conlleva comprar un teléfono móvil nuevo", sigue explicando. "Hace años solía llevar dos horas que una persona comprase un teléfono, entre intentar activarlo todo y rellenar los formularios. Una pesadilla a la altura al de ir al concesionario de coches. Ahora que hemos reducido el tiempo de la transacción a 25 minutos".

Accurate Mobile Search is Today’s Brick and Mortar Imperative

Of course, an excellent and swift in-store experience is great, but only if customers know that the store exists. "One of our biggest concerns was basically, ‘Are the stores showing up in Google for the queries they should be showing up for?’" explains May. "’Do they show up on the map accurately — not only on Google, but also on Bing and Apple Maps?’ Those are the top three engines that people use, and we want to ensure the store locator pin is indeed in the right spot. The other challenge we faced was ensuring all our digital knowledge was correct and updated across myriad other sites so that Google would see that, and Bing would see that, and pick up positive signals. What we were doing just wasn’t working."

May’s team tried lots of solutions, but none were able to tackle the issues at their source. "We’d previously used a directory aggregator which by virtue of being an aggregator wasn’t so successful," he explains. "Sure, we sent our feed to them and they said they’d send it out to hundreds of different websites, but what we discovered was that many of these websites were not necessarily consuming that feed. Or their updates were very infrequent if they occurred at all — maybe once a year! Yet, we were being told that we were updating ‘weekly!’ Google looks at these different sites to validate what we are sending them, and that didn’t jive."

A rebranding helped bring these challenges to the fore. "In 2008, we had acquired SunCom, a smaller proprietor operating in parts of the South and in Puerto Rico," May says. "Years later, many of those stores were still showing up as SunCom on Google, because dozens of other directories hadn’t removed them. I would contact these numerous directories, and they would tell me to contact the aggregator services to change the company name there so that it would flow onto their sites. And I would tell them ‘that is why I’m contacting you, because we have done all that, and you still haven’t changed it.’ It felt like Catch-22."

T-Mobile Develops a Centralized Platform to Manage Its Digital Knowledge So Customers Can Find T-Mobile Faster

Right when he was feeling the most frustrated, May discovered the Yext platform. "We have a centralized database, so all the stores have internal systems where they enter in forms for updated store hours or changing a name, address, or phone number. We have therefore integrated Yext with that core system such that the Yext platform has effectively become an extension of that central place," May describes. "Yext also came in and helped us remove a significant number of duplicates which were causing confusion on Google’s end. Getting those cleaned up and maintained on a regular basis has been crucial. I don’t know anybody else who can do that as well as Yext," he adds, acknowledging the unique Duplicate Suppression functionality.

T-Mobile’s local search presence has improved substantially since launching with Yext. In its first year using the platform, 45,000,000+ Yext-powered listings appeared correctly in search results. Overall, the company’s location information is more accurate, more consistent, and more reliable — across multiple channels and devices. Brand loyalty and perception have increased among customers, prospects, and employees.

"Desde un punto de vista de cliente", comenta, "lo que espero de una agencia o un socio es: uno, que nos proporcionen el servicio que dijeron que iban a dar; dos, que proporcionen un buen servicio de atención al cliente, y, tres, que se presenten a la mesa de negociaciones a menudo con nuevas ideas, nuevos conceptos, cambios que estén ocurriendo en el sector y qué es lo que debemos hacer para implementar esos cambios. Yext ha acertado con los tres pilares".

"We have gone to great lengths to manage all our retail stores internally, from a central database, which is something that most enterprises are struggling with to get right," continues May. "We have a centralized system with checks and balances in place, so digital knowledge all flows out from that one database as a source of truth. Yext came in and helped us do that. We want our local operators and franchisees to focus on helping our customers — not to be figuring out what legal bumpers they need to stay within when posting to Google in order for customers to walk in the door. We do that on their behalf, so they can focus on sales and service."

Con la mirada puesta al frente, T-Mobile tiene como objetivo proporcionar cada vez más servicios personalizados, tanto en línea como fuera de línea. "Vemos como cada vez más gente se hacen más móviles, y cada vez más y más", dice May. "Nos estamos acercando a un punto en el que habrá más dispositivos móviles que gente en América. Es por eso que ahora nos estamos centrando en las personas que tienen diversos dispositivos. ¿Cómo cubrimos sus necesidades? ¿Y qué es exclusivo en cada uno de los diferentes dispositivos que usan? ¿Cuándo usan cada uno de ellos? ¿Para qué les sirve cada dispositivo, y cómo varía el uso que hacen en función del dispositivo? Se trata de pelar todas esas capas de la cebolla y descubrir cómo usa la gente nuestros servicios. En última instancia, la pregunta siempre se resume a lo mismo: "¿Cómo podemos cubrir mejor las necesidades de nuestros clientes?"