AT&T’s CX Strategy to Manage 100 Million Customers
Release Date: 08/26/2025
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info_outlineAT&T serves more than 100M customers with the support of 140,000 employees. Keeping customer centricity alive at that scale takes real focus.
On this week’s Modern Customer Podcast, Jenifer Robertson, EVP & GM of AT&T Mass Markets and Mobility, joins the show. Jenifer was AT&T’s first Chief Customer Officer, launching its customer-centric transformation, and she’s been a champion for the customer voice ever since.
Here’s how AT&T is putting the customer at the center at massive scale:
✅ Personalization at scale — AT&T drills down from markets to households so every customer feels seen and heard.
✅ AI in action — improving customer satisfaction, first-call resolution, and containment, while virtual experts begin to support retail.
✅ Omnichannel without friction — creating a single view of the customer across digital, app, retail, and call centers.
✅ Trust as the foundation — with The AT&T Guarantee, the first in the industry to cover both fiber and wireless.
Her perspective is clear: great customer experience doesn’t cost more—it costs less.
👉 Get the full story on how AT&T puts customers at the center. Tune in now!
Blake Morgan is a customer experience futurist, keynote speaker, and author of three books on customer experience. Her new book is called The 8 Laws of Customer-Focused Leadership: The New Rules for Building A Business Around Today’s Customer.
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