T-Mobile migrates onto SAP CRM to help reduce customer churn

T-Mobile’s North American division is using SAP’s CRM as a platform to streamline three major systems into one.


T-Mobile’s North American division is using SAP’s CRM as a platform to streamline three major systems into one.

The mobile operator told the SAP SAPPHIRE Now conference last week that it has recently completed the migration of its marketing systems onto SAP, and that it will soon embark on the migration of its customer service and sales systems onto the same platform.

T-Mobile is integrating the three systems in a bid to improve the efficiency of its customer service, which is a crucial part of its efforts to combat customer churn after doing away with 24-month mobile contracts a year ago.

A major part of the SAP CRM integration project is aimed at bringing together all the information T-Mobile has in its three different departments, so that the marketing, customer service and sales staff all have access to a larger, single pool of information that enables them to get to know their 50 million customers better, offer personalised offers and predict and act before a customer decides to terminate their contract.

It began the SAP CRM project with the marketing department, implementing in an OpenText digital asset management system to help streamline and speed up the marketing campaign process.The new digital asset management system, fully deployed six weeks ago, allows marketing teams to virtually collaborate with creative agencies. Now users can search a centralised database to easily find and reuse pre-approved content for campaigns, Frost Keaton, senior manager, enterprise IT business solutions at T-Mobile told the conference.

“This new content management system forms part of the larger convergence project which the company hopes will improve its “siloed view of customer experience, marketing, sales and services.”

The IT team decided to use OpenText as it was one of the few that is compatible with SAP.

The mobile network’s SAP CRM sits in the HANA-based enterprise cloud with a mixture of non-SAP and SAP tools including Audience Discovery and Targeting (ADT).

By converging to a single technology stack for campaign management, not only have training times reduced dramatically, from three months to just four days, campaign lengths have been shortened from six months to three when using the automated workflow, Keaton said.

Cross-channel collaboration

One of the most useful aspects of TMobile’s management system is the workflow function, Keaton said.

Vendors can draw up creative briefs for campaigns in OpenText, while creative agencies can use their personal login to see the briefs, create the campaign and push again through OpenText. T-Mobile’s marketing team will then log in to amend where necessary, and then it is flowed it to the legal department for sign-off. All projects will be placed in a brand library with assigned metadata so it is easily searchable if users every want to replicate material. Previously, users spent considerable time communicating through email to search for signed-off images for campaigns.

Following its success, the customer service and sales departments will roll out OpenText and begin to share information to improve customer understanding. 

T-Mobile will also bring in OpenText’s document presentment tool, to reduce the costs of using external creative agencies to personalise email templates.

“Now, we’re spending so much money on creative agencies for them to adjust email templates to personalise them, it’s criminal,” Keaton said.

In future, one email template will be created by a creative agency, with content populated in the segments customers fall into, as dictated by the data T-Mobile will be tracking through the unified marketing, sales and customer service departments.

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