T-Mobile just announced that it lost a record number of customers in the first three months of the year. Is that a surprise? No. That’s the fate of most companies that provide subpar customer experience. T-Mobile was rated 114th out of 143 companies in the 2011 Temkin Experience Ratings. And, it was the next to last wireless carrier, only beating out Virgin Mobile.
The place where T-Mobile falls behind the most is in its Functional Experience, meeting customers’ basic needs:
With these types of ratings, T-Mobile needs to go through a systematic overhaul of its customer experience effort. It will take a multi-year journey similar to Sprint’s; changing operational processes and culture. T-Mobile will needs to improve in all four customer experience competency areas.
The ratings don’t look too good for Virgin Mobile either.
The bottom line: You can’t expect loyalty if you don’t provide consistently good experiences