In the wireless business, it’s tradition to force compromises on the customer. From making it difficult to switch carriers or try out the product, to up-charging for the latest technological advancements, the burden on the customer is historically an onerous one.
In fact, just about every industry asks its customers to compromise in some way. For example:
- Cable companies make their customers stay at home for the duration of a four- or five-hour window to wait for a service tech to arrive.
- Healthcare patients are often in the dark about the cost of a procedure until after the fact, when they receive the bill.
- Airlines ask their customers to compromise by charging extra to check a bag.
For T-Mobile to continually weed out the compromises entrenched in our industry, it takes an entrepreneurial mindset, a completely new approach, and fresh thinking—the kind of thinking any business needs to undertake to compete for customers today without asking them to compromise.
T-Mobile's Un-carrier strategy is founded on the premise that customers shouldn’t have to make concessions to get what they need and want. And by making changes that eliminate the compromises wireless customers are used to, we can disrupt the industry, setting an example that drives those changes through every competitor’s business, too.
Allan Samson, SVP – Marketing, T-Mobile for Business, puts it this way: “Our company has always made a point of targeting the compromises this industry has traditionally asked customers to make. We do it to make the experience better for our customers. But when the other carriers have to follow suit to be able to compete, we’ve ultimately made the experience better for their customers, too. That changes the whole industry in positive ways. That’s the kind of leadership we strive for. It’s what we mean when we say we’re ‘changing wireless for good.’”
Here are three big steps to take if you want to eliminate compromises for your customers and change your industry for good.