News : T-Mobile Migrates onto SAP CRM to Help Reduce Customer Churn
June 9, 2014 -- T-Mobile’s North American division is using SAP’s CRM as a platform to streamline three major systems into one.
The mobile operator 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 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.
Posted by Veronica Silva Cusi, news correspondent
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T-Mobile is a mobile telephony provider, owned by Deutsche Telekom (the T stands for Telekom). It operates several GSM networks in Europe and the United States. T-Mobile also has financial stakes in mobile operators in Central and Eastern Europe. Globally, T-Mobile has some 350 million subscribers.
SAP is the world's largest business software company – with more than 48,500 employees at sales and development locations in more than 50 countries worldwide.
Published: Wednesday, June 11, 2014