Why T-Mobile Needs a Chief Customer Officer shows how customers’ omni-channel interactions with enterprises demand profound integration of business processes, and how firms’ failure to “go all the way” in breaking down silos ultimately threatens business. Most firms don’t go far enough, including T-Mobile, and their silo-centric efforts fail to get the job done. To illustrate the point, I’ll share how T-Mobile alienates fans like me by not delivering what they promise.
This story also shows that the need for a CCO is particularly acute in mature economies like the U.S.A. and Europe because their silos were built decades ago, and their legacy processes often adversely affect customer experience.
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The rise of design signaled the fall of Nokia, RIM and Motorola describes how engineering is becoming less important in distinguishing hightech and other products from each other. It also presages a seismic shift away from product towards customer experience in determining market leaders for people-oriented products and services. A very large portion of product companies will follow in the footsteps of these three former mobile phone titans unless they transform their focus from product features (engineering) to customer experience (design).