How T-Mobile is having one-to-one conversations at scale



February 27, 2019 | 1 min read

T-Mobile started an extraordinary journey five years ago. From losing one million customers every year, they shifted focus to try and disrupt the industry, and in the US alone, they have added over one million customers per quarter for 21 consecutive quarters.

One contributing factor to this ongoing success is a keen focus on trying to understand customers’ digital behaviors, why they behave the way they do, and to act upon that understanding.

To do this, T-Mobile partnered with Clicktale to gain a deep and accurate understanding of customer wants and needs, and to have personalized conversations with individuals on a huge scale.

In the video below, T-Mobile’s VP of Customer Journeys, Giles Richardson, discusses just one example of how this has been achieved, and the value that he places on understanding customers’ digital behaviors.


Clicktale was acquired by Contentsquare in 2019. Since then, tools and features mentioned in this blog may have evolved. Learn more about our Digital Experience Analytics Platform.