Don Diforio
Sr Director, Customer Relationship Insights at T-Mobile
- Role
- Sr Director, Customer Relationship Insights at T-mobile at T-Mobile
- Location
- Seattle, WA, US
- LinkedIn followers
- 500 followers
About Don Diforio
With three decades in market research, my passion for the field continues to grow. The advent of new methods to measure emotions, follow digital behavior, leverage unstructured data and combine behavioral and attitudinal data through AI and advanced analytic techniques opens up new horizons to better understand and predict consumer behavior. The nuanced picture of consumers\' conscious and unconscious attitudes, combined with AI and other modeling techniques, allow us to build data-driven marketing ecosystems that enable greater personalization and more-effective decision making. Importantly, these more nuanced insights also better speak to Creative marketers, sparking more original thinking by enhancing or challenging their existing mental models. I have extensive experience leading research teams, designing a broad scope of quantitative and qualitative research projects, and driving insight-led marketing strategy for leading brands like T-Mobile, Johnson & Johnson, Chase, and Intel. Prior to my market research career, I earned a doctorate in psychology, which has given me a solid foundation in the psychological underpinnings of consumer behavior.
Experience
Sr Director, Customer Relationship Insights at T-mobile
Jan 2020 — Present · Seattle, WA, US
Post T-Mobile and Sprint merger led the integration of CX research teams, including development of cross-channel behavioral and attitudinal database providing an omnichannel view of customer journeys and success.> Identified points of friction between Sprint customer migration expectations and the delivered experience; in partnership with product, financial and frontline teams adopted policy changes that reduced Sprint churn by nearly 50%.> Re-structured legacy Sprint and T-Mobile teams into Relationship and Channel specialists providing focused relationship enhancement recommendations to Marketing, Product and Pricing teams and focused front-line performance and journey orchestration insights to Channel leaders.
Education
Washington University in St. Louis
BS, Psychology
1985 — 1989
Emory University
PhD, Clinical Psychology
1993 — 1998
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