De La Salle University–Dasmariñas
DBB-B Dasmariñas City, Cavite, Philippines 4115
In partial fulfillment for the requirements in
B-ACIS221– Accounting Information Systems
Submitted by:
LLACUNA, Angel Lyn N.
MACOL, Tisha Melin P.
SIÑO, Ferl Diane S.
BSA21
Submitted to:
Mr. Sancho Castro, CPA
American Telegraph and Telephone Company (AT&T)
Maintains strategic agility, able to turn on a dime, aware of customer needs and
not resistant to paradigm change.
AT&T is the largest telecommunications company in the world. It is one of the
oldest and largest providers of mobile and fixed line telephony in the US and considered
as the industry pioneer for offering diversified services and products in the
telecommunications industry (Swot and Pestle.com, 2019). Over the years AT&T has
redefined the ways of doing business in Technology by welcoming change and
positioning its business as an early adopter of exciting new paradigm shifts in customer
experience. Furthermore, in order to thrive in the long run, AT&T significantly adapts to
the market changes and demands and commits to digital transformation. Unlike its
competitors, it has a network that is better prepared for the market’s future. Additionally,
when it comes to the future of technology, AT&T relies on its past. It draws on its
historical use of laboratories to innovate new products and invests billions of dollars in
innovation and technology to provide the best to their customers (Kanowitz, 2016).
Motivates and treats employees like appreciating assets with decisions pushed to
the lowest level of the organization.
In order to promote and inspire a culture of continuous learning, AT&T invests
hundreds of millions in direct employee training and professional development
programs. Through these, employees go through stages of training, which include new
hire training, continuous training for a current role and skills transformation training for a
potential future role. In addition, supervisors are encouraged to have continuous
feedback discussions at least once a month and a career discussion once a year. They
are also urged to have regular conversations with their employees so that they may be
able to give and request feedback. Furthermore, AT&T offers some of the most
competitive pay and benefits in the industry. They provide employees with health
coverage, life insurance and disability coverage. They also help them plan for their
retirement and sponsor a number of savings plans (AT&T, 2020). For these reasons, it
can be concluded that AT&T is indeed a world class company that knows the
importance and value of their employees.
Profitably meets customer needs and continually delights them
AT&T Inc. has a market capitalization of $260.38 billion, as of March 4, 2020.
AT&T provides voice services in more than 200 countries, operates more than 34,000
Wi-Fi hotspots, and delivers content to audiences in over 175 countries (Parietti, 2020).
Because of a wide range of customers, AT&T recognizes the value of multicultural
consumers and invests in ways that demonstrate how their products and services fit
their lifestyles. Customers are becoming more diverse and because of this, they
conduct business in customer’s preferred language and offer culturally relevant
products and services. AT&T also offers bundle to its existing customers of one or more
home services or bundle of what a customer preferred for added convenience and extra
saving to meet customer needs and continually delights them. To encourage
consumers, AT&T strives to ensure that general-market advertisements are inclusive
and embrace diversity to reinforce positive perceptions and reach audiences of all
cultures and backgrounds. They conduct business in more than 160 languages and
advertise in top languages in selected areas (AT&T, 2018). Their marketing and
advertising also go beyond language to market effectively to black, LGBTQ+, military
and disabled consumers, among others. AT&T also provides a multichannel approach
for its customers. A multichannel approach integrates them into a single, seamless
experience rather than treating each option as a single, standalone channel. Customers
can contact them using the channel of their choice, then switch to the channel best
suited to solving their problem. Additionally, AT&T is also using AI and machine learning
to anticipate customer needs. It identifies issues before the customer tells them.
Machine learning monitors the status of projects. If something is taking longer than
expected, AT&T Business teams can be alerted automatically. They can then take
corrective actions and communicate with the customer – keeping customer effort to a
minimum and driving up satisfaction (AT&T, 2019).
Customer satisfaction philosophy permeates all activities
In order to achieve optimal customer satisfaction, AT&T keeps their customers at
the center of every action. They widely invest in technology innovation first and then
they customize and scale; then, ensure security and privacy, and after all of that is
proven, they bring it to the market and deploy it as what they call a managed service
(Kanowitz, 2016). Moreover, AT&T focuses on continually improving customer service.
They deliver personal services which their customers expect, combined with cutting-
edge platforms that anticipate customer needs through artificial intelligence and
automation technologies. Through this, they are able capture customer experience
which helps them become more effective and efficient. They are able to have a better
focus on what customers need and want, what they expect, and whether or not—they
are meeting or exceeding customers’ expectations. As a result, they were able to spend
less to provide a better service quality and a better experience to their customers.
Furthermore, with its uniqueness in product combination, AT&T provides a variety of
communication products to the global customers who enjoy the customer services at
highest satisfaction levels (Unique Writers Bay.com, 2017). Finally, AT&T continues to
deliver the future first by making the complex simple for their vast and varied customer
base (AT&T, 2019).
Manufacturers follow a philosophy of lean manufacturing
AT&T focuses on applications of automation and new technologies that is why
the company has the best-made technology and product. Unlike its competitors which
use an old and slower Code Division Multiple Access (CDMA), AT&T uses Global
Systems for Mobile communications technology (GSM). There is therefore the
advantage of speed and compatibility that is associated by AT&T’s GSM (Unique
Writers Bay.com, 2017). In addition, AT&T works closely with suppliers, customers and
community groups to improve the sustainability of their products and services. Their
suppliers, in particular, must comply with AT&T’s Principles of Conduct for Suppliers,
which covers topics such as eliminating wasteful practices, being more energy efficient,
reducing total cost of ownership, reducing greenhouse gas (GHG) emissions, using
more sustainable packaging and creating end-of-life recycling alternatives (AT&T,
2020). By constantly working to improve their supply chain processes, AT&T is able to
lower its cost structures, reduce its impact on the environment, and satisfy its customers
with more cost-effective products and services.
References
AT&T (2020). AT&T Issue Brief: Our Workforce. Retrieved from
https://about.att.com/csr/home/reporting/issue-brief/workforce.html
AT&T (2020). AT&T Issue Brief: Product Life Cycle. Retrieved from:
https://about.att.com/csr/home/reporting/issue-brief/product-life-cycle.html
AT&T (2018). Diversity & Inclusion: Our Customers: AT&T. Retrieved from
https://about.att.com/pages/diversity/our_customers
AT&T (2019). Earns J.D. Power 2019 Business Wireline Satisfaction Award.
Retrieved from https://about.att.com/story/2019/jd_power_business_wireline_
satisfaction_award.html
Kanowitz, S. (2016). Inside AT&T's strategy to grow its federal business. Retrieved from
https://washingtontechnology.com/articles/2016/06/04/top-100-att-strategies.aspx
Parietti, M. (2020). The World's Top 10 Telecommunications Companies. Retrieved
from https://www.investopedia.com/articles/markets/030216/worlds-top-10
telecommunications-companies.asp
Swot & Pestle.com (2019). AT&T Swot and Pestle Analysis. Retrieved from
https://www.swotandpestle.com/att/
Unique Writers Bay.com (2017). Business and Corporate Level Strategic Analysis –
AT&T Corporation. Retrieved from https://uniquewritersbay.com/blog/business
corporate-level-strategic-analysis-att-corporation/
