Another day, another headline about a massive security breach. This time, it’s T-Mobile in the spotlight. The world’s second largest wireless carrier has been hit again – the fifth incident in which customer data has been accessed illegally or otherwise violated in since 2018.
Five breaches in five years – as the CNet headline points out – isn’t a record to be proud of. But my question here is if you think these breaches are enough to persuade T-Mobile customers to switch carriers. Based on the work I’ve done researching the role trust and love play in loyalty, I’m inclined to say no.
T-Mobile may have had five breaches in five years, but how many has AT&T had in that same time span? Verizon? US Cellular? Cyber criminals have been so persistent and successful that at this point, customers largely perceive the internet itself to be an inherently unsafe environment. 84% of respondents to an Ipsos survey felt at least somewhat concerned about the security of the data they provide online. One in three has already been through at least one data breach.
At the same time, T-Mobile consistently earns top marks for customer care. They’re the 23-time winner of the J.D. Power U.S. Wireless Customer Care Mobile Network Operator Performance Study – an honor granted in large part due to reliable service, reasonable pricing, and a relatively good customer service experience.
Do T-Mobile customers love their wireless service passionately? Probably not. But do they love them enough to preclude them from making a change of carriers – often a hassle – to be in on a network they reasonably feel is equally at risk? I don’t think so.
Time will tell, but until then, I’d love to hear what you think!