MCE Adds Ex-T-Mobile Executive Aleeta Willcuts to its Advisory Board to Help Redefine Telco Retail-Digital Customer Experience in U.S.
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SEATTLE — MCE Systems, the pioneer of digital-first mobile device lifecycle management (dDLM), today announced the appointment of Aleeta Willcuts, former Vice President of Retail Experience & Strategy at T-Mobile U.S., to its Board of Advisors. With more than 20 years of experience leading retail sales and operations, Aleeta will help accelerate MCE's combined retail and digital transformation proposition to mobile operators.
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'I really believe in MCE's advanced digital and retail transformation vision, one that will bring enormous value to carriers,' says Aleeta Willcuts, MCE's newest advisory board member. 'What fascinated me most about MCE is the creative approach to common customer experience problems and how they apply their passion for technology and innovation to solve them.'
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MCE's survey data indicates that although customers increasingly prefer app-driven interactions, retail continues to play a critical role in amplifying brand experience. NPS rises by five to 19 points when device-related matters are handled in-store. Yet while operators offer strong apps and retail propositions, the two aren't always connected. Customers often visit stores unnecessarily or must restart journeys they began at home, undermining both experience and brand perception.
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MCE's dDLM platform helps mobile operators shift service interactions to digital, streamline in-store experiences and connect the app to retail to avoid duplication. This frees staff to focus on higher-value interactions, such as upsell. Deployed in thousands of stores, the dDLM platform's technology has reduced onboarding times by 70 percent and moved 90 percent of trade-ins to app-led flows with minimal in-store handling. Aleeta will help build on this success, shaping retail transformation strategy and supporting U.S. carrier growth.
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Throughout her career and 22 years at T-Mobile, Aleeta implemented impactful operational and strategic transformation across retail experience, emphasizing a customer-centric focus and continuity across 12,000 U.S. locations. As retail strategy lead executive, she led the development and nationwide rollout of T-Mobile's retail format strategy and blueprint, which included the modernized 'experience store' concept. Aleeta also revitalized national retail accounts – a $1 billion revenue portfolio – and reduced churn through strategic operational reform and fraud mitigation, delivering $18.8 million in combined savings.
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Most notably, Aleeta played a pivotal role in the T-Mobile–Sprint merger, where she led the end-to-end integration of Sprint's retail business into T-Mobile's ecosystem. Her work resulted in a comprehensive strategy that harmonized operations across retail, dealer, national retail and digital channels – an approach that continues to underpin T-Mobile's post-merger retail transformation.
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'Aleeta's achievements and acumen in retail transformation are truly invaluable to us,' said Yuval Blumental, co-founder and CEO of MCE Systems. 'Her experience will help boost our existing digital-first proposition and help us deliver a more connected, customer-centric experience for operators and their retail ecosystems.'
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