Tuesday, October 21, 2025
MCE Systems, a pioneer in digital-first mobile device lifecycle management (dDLM), has 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 two decades of experience leading large-scale retail sales and operations, Aleeta will play a key role in advancing MCE’s combined retail and digital transformation strategy for mobile operators.
“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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Recent MCE survey data highlights the growing importance of app-driven customer engagement, while also reaffirming the critical role of retail. The findings show that Net Promoter Scores (NPS) rise between five and 19 points when device-related issues are resolved in-store. However, operators often struggle to connect their retail and digital experiences. Customers frequently restart journeys they began online when they arrive in stores, creating friction that impacts both customer satisfaction and brand perception.
MCE’s dDLM platform addresses this gap by streamlining interactions across digital and in-store touchpoints. The solution helps operators reduce service duplication, accelerate onboarding, and allow staff to focus on higher-value interactions like upselling. Already used in thousands of stores worldwide, the platform has helped cut onboarding time by 70% and moved 90% of trade-ins to the app, easing in-store work.
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Over her 22-year career at T-Mobile, Aleeta spearheaded several transformative initiatives that reshaped the company’s retail strategy. She led the nationwide rollout of T-Mobile’s retail format strategy, which introduced the modernized “experience store” concept. She also revitalized national retail accounts representing a $1 billion revenue portfolio, reducing churn and driving $18.8 million in combined savings through fraud mitigation and operational reform.
Her leadership was especially pivotal during the T-Mobile–Sprint merger, where she oversaw the integration of Sprint’s retail business into T-Mobile’s ecosystem. Her work harmonized operations across retail, dealer, national retail, and digital channels, laying the foundation for T-Mobile’s ongoing 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.”
With Aleeta Willcuts joining its Board of Advisors, MCE Systems reinforces its commitment to helping mobile operators create seamless, connected, and customer-first experiences across both digital and retail channels.
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