Growth experts accredit 30% of AT&T’s phenomenal success to the efficacy of their customer relationship software (CRM). This has been and remains one of their key drivers in customer loyalty and retention.
AT&T stands for American Telephone and Telegraph Company. Established in 1983, AT&T is the world’s largest telecommunications company by revenue and the third-largest provider of mobile telephone services in the US.
This article explains AT&T CRM and the strategies instrumental to the organization’s longevity, growth, and success. Let’s get in.
AT&T is in the business of connecting customers to the world around them and to the premium content they love. Salesforce 360 will help us amplify the benefits of connectivity services for our customers and deliver the most highly-tailored and best cross-channel experience ever.Jeff McElfresh, CE0, AT&T Communications
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History of AT&T Timeline and Facts
1983: AT&T is founded
1985: James E. Olson became president of AT&T in 1985 – cutting 24,000 jobs
1988: Olson died, and Allen became chairman
1989: AT&T showed $2.7 billion in profits, its largest since the breakup
1990: AT&T raised its long-distance rates after low second-quarter earnings
1993: They entered the cellular telephone business with the $12.8 billion acquisition of McCaw Cellular Communications.
1995: The company splits into AT&T Corporation, Lucent Technologies, and NCR Corporation.
2001: Comcast acquires AT&T Broadband for $72 billion.
2004: Cingular Wireless acquired AT&T Wireless for $41 billion
2006: AT&T acquired BellSouth Corporation following FCC approval.
2011: AT&T attempted in 2011 to purchase T-Mobile for a $39 billion stock and cash offer.
2015: AT&T purchased DirecTV for $48.5 billion.
2019: The became the world’s largest telecommunications company
2020: AT&T launched HBO Max
2021: AT&T announced plans to spin off WarnerMedia, which will merge with Discovery, Inc. for US$43 billion.
What CRM Does AT&T Use?
AT&T uses Salesforce Customer 360 as its official CRM system for internal communications, customer data management, marketing, and more. The partnership was announced in a press release in May 2020.
Before using Salesforce, their employees need help to stay productive. Their frontline was juggling between five to ten screens to get data, it was difficult to locate customer data, and there needed to be a deeper connection with their customers. But, Salesforce changed everything.
Salesforce enables AT&T to deliver highly-tailored customer experiences seamlessly across retail, marketing, online, business, and more. They can now offer personalized services to their customers at scale without sacrificing more time, energy, and resources.
Here are some ways AT&T is using Salesforce CRM:
- MuleSoft to connect their various back-end systems
- Tableau to analyze data and better understand customers’ preferences
- Sales Cloud and Service Cloud to empower their retail associates with a 360-degree view of every customer interaction
- Einstein to serve more intelligent and personalized recommendations and route support cases to accelerate AT&T’s customer experience vision.
The thing is, adopting the right CRM can radically transform your business. And now finance, it’s no limitation anymore. There are affordable ones if you don’t have a large budget, like AT&T or Apple.
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