It’s amazing to me how many times the telecommunications industry came up as we did the research for our new book, Outside In. From wireless service providers to cable companies, whether in the US, Germany, or Australia, it became clear that customer experience is the battleground of the immediate future for the companies that bring us our voice, data, and entertainment content.
That’s why I’m so excited to bring Phil Bienert to the stage of our Customer Experience Forum 2012 East next week. Phil is a longtime customer experience advocate and expert, whom we first met when he worked at Volvo. He’s always been a clear thinker and visionary when it comes to digital experiences, and he’s now bringing that thinking and vision to AT&T.
In advance of his speech, we put some questions to Phil about what AT&T is trying to do and how it’s planning to do it. Some of his answers will surprise you. Enjoy!
How would you describe the experience that you want AT&T customers to have?
Effortless. Customers interact with AT&T across many touchpoints — online, mobile apps, our call centers, and more than 2,300 retail stores — and it’s essential that we make all of these interactions seamless, within touchpoints and across touchpoints, each and every time. We want to make it easy for customers to do business with us, however they prefer to contact us, and to get their question taken care of the first time.