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ARCHIVED - Brief Case Studies of Exemplary Practices
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AT&T Canada
Description of Business Line
AT&T Canada provides voice, data, internet and e-business services to
individual and business customers. Sales, provisioning, maintenance and
infrastructure, and after-sales support round out the offerings of AT&T
Canada.
A comprehensive quality program based on the Malcolm Balderige award process and the American Society for Quality tools and training has been implemented. By segmenting the customer base, AT&T Canada has identified five key customer satisfiers:
- Network reliability
- Customer service
- Billing
- Reputation, and
- Price
Different customers place different emphasis on the satisfiers. To meet the differing and changing needs of customers, AT&T Canada continually defines new and more specific measures of customer satisfaction that allow each business unit to tailor services to achieve customer satisfaction.
Service Standards in Use
Customer Satisfaction Detail
AT&T Canada surveys both customers and non-customers. They compare their
results with industry benchmarking data. Comprehensive surveys performed by
external suppliers provide information on customer satisfaction with their five
satisfiers. Customer focus groups, input directly from customers through sales
staff and shared market research from AT&T Corp (US) assist them in
developing responses to customer demands.
No measured customer satisfaction baseline benchmark or service standards linked to customer expectations were identified.
The respondent identified the diversity of customers, variations in levels of usage, and the number and type of products used by customers, as the most important challenges to measuring customer satisfaction.
Some modest increases in customer satisfaction have been realized. Continuous improvement is the key theme of all business units. No linkage between customer satisfaction and services standards has been measured.
Implementation
Process Improvement Teams have been developed to improve customer
satisfaction. They use benchmarking data (no source identified), monitor survey
results and collect data on internal processes and standards.
Respondent agreed that service standards vary from one channel to another depending on product or service delivered.
Standards and information gained through the monitoring and measuring of customer satisfaction are not available. Respondent indicated that customer expectations are set at the point of sale and survey results are confidential.
Improving Customer Satisfaction through Service Standards
Sharing Best Practices
Respondent indicated that they had no awareness of other similar organizations that could benefit from AT&T Canada's successes or lessons learned.
Exemplary Practices
Lessons Learned
Contact
Cal Maj
VP, Quality
Telephone: 403-705-6987
