Dive Brief:
- AT&T customers can now opt in to receive AI-generated summaries of their calls with customer service representatives, the company announced Tuesday.
- The summaries, which are delivered via text message, include a recap of the topics discussed, the actions taken and next steps.
- “It may seem like a simple feature, but its purpose is powerful: to help customers leave the conversation with confidence and clarity,” Cristy Swink, SVP of customer care, said in a press release. “That is what responsible customer care looks like.”
Dive Insight:
AT&T’s new customer service transcripts are designed to help the company build trust with its customers at a time when all three major wireless carriers are pushing CX as a differentiator.
AT&T wants customers to choose AT&T for all of their internet access, which results in reduced churn, higher brand affinity and higher customer lifetime values, according to President and CEO John Stankey. This would give AT&T an edge over its competitors.
“Simply put, we believe that we are the best positioned to serve customers the way they want to be — from one trusted connectivity provider,” Stankey said during an earnings call last week.
Transparent customer service could help build that trust.
AT&T is making record keeping its responsibility, rather than offloading it to customers, according to Swink. It believes use of AI technology will make the brand’s customer service more accountable.
“Trust grows when customers don't have to wonder what happens next, don't have to repeat their story, track down updates, or keep screenshots just in case,” Swink said. “Technology gives our industry tremendous opportunities to improve the customer experience. But innovation should never come at the expense of transparency.”
AT&T’s largest rivals, T-Mobile and Verizon, are forming strategies around customer experience as a differentiator, too.
T-Mobile sees its NPS score of 46 as a differentiator that will grow its customer base. Verizon has simplified its plans while investing in end-to-end customer experience improvements.
While better customer experience can serve as a differentiator, it’s not a guaranteed win for companies who want to outperform the competition, according to Daniel O’Sullivan, senior director analyst in Gartner’s global customer service and support practice. While good customer service can improve customer lifetime value and account retention, it needs to be paired with other incentives.
