Customer Centricity at Scale: How AT&T Keeps 100M Connected
Inside AT&T’s customer experience strategy for serving 100M customers with trust and personalization.
AT&T is one of the largest connectivity providers in the world, serving more than 100 million customers across wireless and fiber with the support of 140,000 employees. But what does it actually take to keep customer centricity alive at that scale?
This week on The Modern Customer Podcast, Jenifer Robertson, EVP & GM of AT&T Mass Markets and Mobility, shares her journey from AT&T’s first Chief Customer Officer—helping launch its customer-centric transformation—to now leading wireless and fiber, continuing to champion the customer voice.Highlights from the conversation:
Personalization at scale — drilling down from markets to households so customers feel seen and heard.
AI in action — boosting satisfaction, improving first-call resolution, and beginning to reshape 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 industry’s first promise covering both fiber and wireless.
If you want to learn how a company of AT&T’s size organizes around the customer, leverages AI to deliver trust, and turns CX into a business growth driver, this conversation will inspire you.
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