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T-Mobile, Calling the frontline

Short listed in the Marketing category

Linking culture and strategy

Changing employee behaviour is never easy. This is especially true when you are attempting to change the behaviour of 4000 front-line employees across the UK. Deloitte worked with T-Mobile to achieve such a goal. Developing a high performance culture, to improve what customers thought of T-Mobile and engage employees so making it a better place to work. We brought a focused approach to culture change at T-Mobile, moving away from a top down values led programme to targeting what really mattered and embedding the changes in behaviour that could really make a difference to performance.

The programme delivered significant improvements in customer satisfaction and employee engagement, increases in in-store purchases and behavioural changes in the frontline. This is also a story continuing to unfold, with roll-out of the programme underway across T-Mobile international within Germany, Austria and the Netherlands.

The mobile market is crowded and fiercely competitive but it is also reaching new levels of maturity with over 100% saturation. T-Mobile recognised they needed to respond to a market no longer characterised by the high growth that had previously prevailed. Although T-Mobile would continue to fight on price to attract new customers, it recognised with falling margins, this was not the answer to sustainable growth.

For further information, download our case study 'Linking culture and strategy to improve performance'.(PDF, 654KB)

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