T-Mobile Customer 360

Customer Journey Analytics & Dashboard Design

Company T-Mobile
Role Product Manager, Social Sentiment Analytics
Scope MCCT Platform Design

Overview

The Multi-Channel Customer Touchpoint (MCCT) platform was designed to give T-Mobile executives and customer service representatives a unified view of customer interactions across all channels. The goal was to transform fragmented customer data into actionable insights that could improve service quality and drive business decisions.

I owned the integration with social sentiment providers such as NetBase, enabling T-Mobile to ingest and analyse real-time social data alongside traditional customer touchpoints. These social signals were surfaced as both Macro-level trend dashboards for executives and Micro-level individual sentiment views for customer care representatives, providing a holistic understanding of customer perception across channels.

The Customer Journey

A key deliverable was mapping the complete customer journey across T-Mobile's touchpoints. Every customer interaction — from tweets and store visits to service calls and bill payments — is captured as a "touch," building a comprehensive conversation history that enables personalized service.

Customer journey map showing touchpoints from Tweet to Call Care
Customer journey mapping showing how individual touchpoints form a continuous conversation between T-Mobile and its customers

Customer Insight

The platform enables T-Mobile employees to view comprehensive customer data, history, and interactions at every touchpoint. By understanding the full lifecycle of a customer relationship, representatives can anticipate needs and deliver proactive service.

Storyboard showing customer interactions across multiple channels
Storyboard illustrating how customer data flows across channels — from in-store visits to social media engagement to call center support

Macro View Dashboards

The Macro View dashboards provide executive-level visibility into key metrics across geography, device type, and customer segment. These dashboards empower directors in Marketing, Sales, and Service to make real-time, data-driven decisions.

COO Macro View dashboard showing Touch Trends, Port Rate, and Service Sentiment
COO Macro View — high-level dashboard showing touch trends, port rate, service sentiment, and activation metrics
Customer Care Macro View dashboard
Customer Care Macro View — dashboard tailored for service leadership with call center performance and promotion metrics

Micro View Analytics

The Micro View allows customer service representatives to drill down into individual customer transaction data, providing a timeline of interactions filtered by channel. This granular view enables agents to quickly understand a customer's history and resolve issues efficiently.

Micro View dashboard showing individual customer transaction timeline
Micro View — individual customer transaction timeline with channel filtering and event details