Dive Brief:
- AT&T CEO John Stankey said AT&T Guarantee, which it launched in January, is winning customers and improving satisfaction with the provider.
- “Our customers’ preferences for being served by one connectivity provider is a key reason we launched the AT&T Guarantee earlier this year,” Stankey said on an earnings call Wednesday. “Our guarantee is a promise to our customers that we will provide them with the connectivity they depend on, the deals they want and the service they deserve, guaranteed, or we’ll make it right.”
- AT&T saw a boost to its postpaid phone connections. The company added 401,000 net postpaid phone connections in the second quarter, according to an earnings report.
Dive Insight:
With increasing competition, AT&T highlighted its customer promises and experience initiatives — efforts to keep customers loyal and acquire new ones.
That guarantee is resonating with customers, Stankey said.
“For example, since launching the AT&T Guarantee in January, we’ve seen improved net promoter scores among our wireless and fiber customers following a network event,” he said. “It’s clear that we’re winning with customers, and our performance through the first half of the year highlights the returns we’re achieving as we accelerate our fiber deployment and complete our wireless network modernization.”
As part of the guarantee, AT&T promises customers that if they are routed to technical support assistance, they will speak to an agent within five minutes or they’ll be offered the option to schedule a callback.
The guarantee also addresses network outages: Fiber customers and wireless customers experiencing network interruptions of at least 20 minutes and at least 60 minutes, respectively, will also receive a bill credit for a full day of service.
The wireless provider’s revenue followed the growth of postpaid phone additions, rising 3.4% year over year to $30.8 billion.
