Wednesday, December 07, 2005

T-Mobile Gets it right

Truth in advertising. A lot of companies talk about it, but few marketers follow through with it. In a world of wireless hyperbole where customers are told their vendor is "raising the bar," T-Mobile takes a different approach. They recommend the customer check to see "if T-Mobile coverage is right for you with Personal Coverage Check".

What T-Mobile is doing is setting realistic expectations of performance. That way, they don't waste their time to acquire a customer who ultimately will become dissatisfied and leave. It leads to higher profits and more loyal customers. This was reinforced in the LA Times when writer James Granelli informed us that T-Mobile is "is now ranked generally as the best or second-best wireless carrier in the nation."

T-Mobile is a great example of a way to reduce the Paradox of Excellence by keeping customer expectations in check.

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