2012 Winner Profile

AT&T Services, Inc.

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:
Thaddeus Arroyo, CIO
Randall Stephenson, Chairman & CEO
Dallas, Texas
Revenue (2011):
$126.72 billion
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