T-Mobile plugs rivals in best signal pledge

T-Mobile will recommend consumers choose a rival operator in areas where it has poor network coverage as part of a new customer retention drive being launched today (Wednesday). The Deutsche Telekom-owned brand will check its coverage in customers’ …

T-Mobile will recommend consumers choose a rival operator in areas where it has poor network coverage as part of a new customer retention drive being launched today (Wednesday).

The Deutsche Telekom-owned brand will check its coverage in customers’ favoured locations as part of the new initiative, called Street Check.

The company’s marketing director, Phil Chapman, says/ “When customers buy a new phone they must be confident it will receive a good signal in the places they use it most. All the network operators have about the same levels of coverage but we’ve all got weak spots and we’d rather not sell something if it’s not going to work properly.”

T-Mobile will ask customers to provide three postcodes covering the areas where they use their phone most regularly. It says that, during research, the service improved customers’ impressions of the branch, their sense of customer service and their inclination to revisit by 10%.

Chapman adds: “To have long-term successful relationships with customers we have to be open and honest. This is the next step in the move towards loyalty and brand relationships that we’ve seen in the industry recently. It’s less about promotional offers now and more about offering a service.”

Every customer buying a new phone from one of T-Mobile’s 196 stores around the UK will be offered the Street Check service. It will also be available on the company’s website.

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