2012

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2012 Winner Profile

• Project Description: AT&T created the Retail Customer Experience program to help its 26,000 employees at 2,300 retail stores deliver the best customer experience possible. This suite of interactive tools consists of: the Welcome Center, which registers customers as they arrive and relays personal account data to a store associate; a Touchscreen Solution Center, where customers can explore, research and perform price comparisons, as well as receive interactive product demonstrations; a One Point of Universal Service (OPUS) Mobile device application, which wirelessly routes detailed account customer information to store associates and allows them to complete wireless upgrades and activations on a tablet; and an interactive text message survey that measures customer satisfaction. Together, these tools help AT&Ts sales staff improve the customer experience in real time by placing personalized customer data at their fingertips.
• Project type: Customer Service or Customer Relationship Management (CRM)
• Business Functions: Marketing, Sales, Customer Service and Support
• Business Goal: Customer
• CIO: Thaddeus Arroyo, CIO
• CEO: Randall Stephenson, Chairman & CEO
• Headquarters: Dallas, Texas
• Industry: Telecommunications
• Revenue (2011): $126.72 billion
• Website: www.att.com