It pays to look after the interests of both customers and staff, says T-Mobile CEO Melinda Szabó
A stable network, good value for money and future-oriented services form a mix that allows you to stand out from the competition, says Melinda Szabó, CEO and board member of T-Mobile Czech Republic and Slovak Telekom, in a new episode of the Global Minds podcast
You can also listen to the full interview at THIS link.
The first woman ever to head T-Mobile’s Czech division is also responsible for the operator’s Slovak assets, namely Slovak Telekom. She took up the role of CEO on 1 June 2024; prior to that, she served as Senior Vice President of B2C Growth Europe at the parent company, Deutsche Telekom.
The first thing that surprised her upon taking up her current role was the degree of customer focus and the execution excellence. „It’s fair to say that in both countries I observed an almost obsessive focus on the customer. The second thing that impressed me was the execution excellence,“ she says by way of introduction.
Customer experience is, after all, an area in which Szabó has a very strong reputation. She earned this in her previous role, where she helped improve the perception of the T-Mobile brand amongst partners and customers. However, she believes that a focus on customer experience alone is not enough to improve financial results. „It is certainly important to have an understanding of the specifics of the local market and to look after the customer experience, but the enthusiasm and connection employees have with their own brand are just as important. Once you get this right, it will show in the financial results,“ believes Szabó. „Better financial results mean you have more resources to invest in better services. It’s a bit of a cycle, but it shows that looking after the interests of both customers and staff pays off,“ she adds.
How to stand out
On the domestic market, mobile operators are struggling to find ways to gain an edge over their competitors. Whether it’s prices, the quality of the network and digital services, or customer service, there isn’t much scope for differentiation. According to Szabó, a balanced mix is key. „A reliable network – whether mobile or fixed-line – is absolutely fundamental. That’s what we focus on first and foremost in every country,“ says the head of T-Mobile. She considers it essential to provide customers with adequate value for their money and future-oriented services. „This approach can help you stand out from the rest,“ she adds.
Szabó acknowledges that investment in the network is both a necessity and a highly complex matter. Development is advancing rapidly and does not always take into account the practical constraints of the physical world. „Investment in the network is absolutely vital because technology is constantly evolving. We’ve barely got used to 5G, and we’re already looking forward to the arrival of 6G. The other thing is that even if you have 99 per cent coverage, that’s still not the whole story. There’s one per cent left. These can be various white spots that also need to be covered,“ explains the CEO of T-Mobile.
According to Melinda Szabó, it is precisely that final one per cent of coverage that tends to be the most difficult. The willingness of the public sector to help plays a part in this, as do other constraints. „These are mostly areas that are difficult to cover, either for geographical reasons or because they are subject to some form of conservation regime. Cooperation with the authorities is therefore essential,“ she explains.
Safe digital environment
Amid recent geopolitical turbulence and the hype surrounding AI, ESG regulation has been somewhat sidelined. For a company with German roots, however, this topic remains a priority – as it does for Melinda Szabó. „For me, ESG certainly shouldn’t remain merely on paper. It remains the cornerstone of our strategy,“ she states. According to her, the purpose of these measures is not just energy savings and carbon neutrality. „From my perspective, other aspects linked to ESG are also important. For example, inclusion, which encompasses issues such as the digital divide that still persists in society. It’s not just a question of whether, for example, older people have access to technology, but also whether they feel welcome in this sphere and whether it offers them any solutions. This can play a significant role in terms of attractiveness to customers,“ continues Szabó. The company has launched a digital academy programme aimed at older people, which helps them with digital literacy whilst also boosting their self-confidence.
What else was discussed in the podcast?
Why is mobile data usage growing significantly in the Czech Republic, and what does this mean? How far has T-Mobile got with adopting AI tools, and what is its strategy? And how does Melinda Szabó feel about leading a division of a globally significant company with great potential, yet one that operates in a strategic and highly regulated environment? These topics were also discussed in the Global Minds podcast.
