The move that coincides with the appointment of a new marketing director whose remit will include CRM.
Srini Gopalan joins T-Mobile from Capital One Bank in June with responsibility for revenue development through CRM, loyalty and retention, brand development and marketing communications.
Gopalan, who replaces Phil Chapman, now at Kerry Foods as group marketing director, was managing director for Europe at Capital One.
Deutsche Telekom AG-owned T-Mobile's UK business has been losing market share to rivals including Orange, Vodafone Group and O2, while the group's falling revenue has been compounded by high fixed costs.
Last week T-Mobile confirmed that it was moving the bulk of its call handling to the Philippines, a cost-cutting move that could lead to the loss of 500 jobs in T-Mobile's current outsourced UK centres.
T-Mobile's recent ad campaign, created by Saatchi & Saatchi, featured 350 people dancing in Liverpool Street train station as part of its "Life's for Sharing" brand positioning.
Europe
T-Mobile to boost CRM focus as new marketing chief is unveiled
LONDON - T-Mobile has created a CRM team to sit within its marketing department to focus on customer retention as it fights for market share with rivals Orange, Vodafone and O2.
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