T-Mobile U.S. was launched in 2002, when mobile phones had half-inch screens and were only “smart” enough to support talking and text. Only a fraction of a percent of retail sales were online. Today’s customers shop in a different world. They move freely from mobile, to stores, to the web.

In today’s environment, customers expect service that’s fast, seamless, and generous. That means being able to communicate in any existing channel, including social media, and never having to provide the same information twice.