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Page 52 APRIL 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

First, one must recognize AT&T is a very well

managed, well run corporate entity - not a bureaucracy,

but a business. Its leadership is dedicated

to quality service excellence and its

senior management expert at marketing and

product development. AT&T, perhaps moe

than any other organization on earth, deals

with, and must understand, the needs of all

customer character types, individual market

segments, commercial market segments, and

multi-national entities. In all cases, AT&T's

focus is on customer needs and services.

Second, AT&T lives with, practices, implements, and

causes change in the marketplace.

It is proactive at bringing customer needs and

new services together. It is innovative with its

product, service offerings, pricing, and marketing.

AT&T is all these things because each is addressed

with a formal plan, extensive product

and service research and development, consumer market

research and feedback systems,

and an investment in training its people.

Third, AT&T

is a master at

one of its own

businesses -

communications

with the

marketplace

through direct

sales, mail, promotion, advertising, and marketing.

It communicates its technological accomplishments

in the form of new services and,

in doing so, is constantly reminding the marketplace how it is acting to meet their needs.�

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