AT&T national business omnichannel midmarket
CX strategy experience improvement


Product Overview

North Star

Customers are driving changes in how they interact with businesses. They demand relevant content anytime, anywhere, and in any format. Businesses must align their strategy with the customers’ journey.

The AT&T National Business Customer Experience Transformation Initiative is a multi-year effort to address the digitalization opportunities and challenges for business and society.

The goal is to enhance our business offerings to better meet customers’ needs in the rapidly evolving digital world. The initiative includes research on customer usage of digital services and identification of areas for improvement, as well as strategies for delivering services more efficiently.

Customer Experience Team

Yinnette Olivo
CX Strategist
Sharona Aviva
CX Strategist


The Challenge with the AT&T LBGUPs Journey?

In 2020, AT&T faced a major challenge as a result of a significant decrease in the number of business customers who signed up for its services. This decline was largely due to several factors, including the lack of self-service options, confusing information about services and usage, and limited personalized options to meet the needs of its clients. These factors made it difficult for customers to fully understand their requirements and find suitable services.

To address these challenges, AT&T has shifted its focus towards reducing the need for hands-on support and promoting automation, self-service and automation. The aim is to provide a more seamless and efficient customer experience, while still delivering the necessary services and support.


What was the goal?

Our objective is to elevate the customer experience for National Business by utilizing all communication channels at our disposal, including digital web, chat, SMS, and voice.

Our aspiration is to establish ourselves as Trusted Advisors for our customers and accompany them through every stage of their customer journey with LBGUPS. We aim to serve as the North Star for customer experiences, offering customers the necessary information and resources to make informed decisions and have a positive experience, without ever having to interact with a customer service representative.

Our aim is to make it possible for a customer to complete the entire process of learning about, selecting, signing up for, and using our services with zero AT&T intervention.


Investigation of Customer Experience during the LBGUPS journey.

We have recognized areas for improvement in the areas of Online Customer Education, Self-Service Sales and Business Processes, and Automated Support and Account Services.
  1. Make AT&T’s suite of business solutions easily accessible to potential clients
  2. Plan to implement straightforward self-service processes and automated bundling
  3. Aim to streamline client pre-qualifications into a seamless workflow that can be applied to all of our services
  4. Create a smooth customer experience that is as autonomous as possible, with minimal need for agent intervention or assistance.


Discoveries of the LBGUPS Customer Experience journey.

(Learn, Buy, Get, Use, Pay, Support)


Opportunities identified during the LEARN journey:

I identified various opportunities to reduce the number of interactions between AT&T Representatives and their customers, but here are the best ones!

1Search Engine Optimization
3Empower Customers
5Service Questionnaire
2Targeted Search Lead Marketing
4Education Tools
6Timed follow-ups and support

Recognizing a need for a product and making a plan of action to research solutions.

Searching for options on the internet and finding a few that may work for their needs.

Giving the decision maker the options that they think work for their company


Opportunities identified during the BUY journey:

1Bundle and Save
3Chat Bot
5Leverage SMS
7Single Contract and Credit Approach
9Set Customer Expectations
2Tailored Recommendations
4Compare Customers
6Self-Service signup
8Digital Document Signing


Opportunities identified during the GET journey:

1Automated Onboarding
3Self-Service Account Setup
2Training Videos and Content
4White Glove Agent Onboarding

Client fills out all the required documentation online and get approved.

After provisioning of the account, onboarding materials are set to customer.

A training video of an AI trusted advisor is sent to the customer to watch.


Opportunities identified during the USE journey:

1Real-Time Reporting
3Equipment Troubleshooting
4Pro-Active Scheduling
2Agent Service Monitor
4Predictive Account Updates


Opportunities identified during the PAY journey:

1AI Bill Monitoring
3Bill Notifications
5Voice Bill Pay & Review
2Self-Service Billing Portal
4Digital Bill Pay

Online bill pay and digital invoicing is available through the customer portal

The customer can monitor their service in real time

An agent is available for real-time reactive service adjustments, service changes or disputes.


Opportunities identified during the SUPPORT journey:

1Service Monitoring
3Changes to Service
2Agent Service Monitor
4Digital Dispute Filing

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