Featuring: Jenifer Robertson, Executive VP & General Manager, AT&T Mass Media
Use Case: AI-Enabled Customer Experience, Scalable Performance Optimization
AT&T has always placed customer experience at the heart of its operations. For Jenifer Robertson, Executive Vice President & General Manager of AT&T Mass Media, delivering great service isn’t just a business goal – it’s a cultural imperative.
“AT&T has this concept of driving great customer experiences at its core. It’s part of our culture.”
But keeping pace with evolving customer expectations requires more than intention. It requires people, processes, and technology all working in harmony. That’s where artificial intelligence comes into play, and where Afiniti fits in.
Empowering People with the Right Tools
As Robertson explains, achieving great CX requires a clear focus on three pillars:
“To fix the customer experience, you have to get three things right: your people, your processes, and your technology.”
AT&T invests in its people – those who are trained and wired to serve. But it’s the interplay between these frontline agents and advanced AI technology that creates real scale.
Afiniti’s AI solution integrates seamlessly into this framework, enabling smarter connections between representatives and customers, and reinforcing a service mindset with measurable results.
Carving Better Experiences – One Call at a Time
Robertson likens CX to the ancient city of Petra: a masterpiece carved gradually, with care and persistence.
“You have to carve it every single day. It takes every single call, and trying to make the best experience from that call to build big impact.”
By applying Afiniti’s AI technology to most inbound calls (80% with AI on vs. 20% as a control), AT&T is able to track and optimize every interaction. The result? Increased satisfaction and better business outcomes.
Smarter Pairing Through Continuous Learning
What sets this partnership apart is the ability to constantly improve. Through a data feedback loop, AT&T and Afiniti continually refine algorithms to identify, and repeat, the most effective pairings.
“We’re constantly sharing data to improve the algorithms… figure out which pairings work better, and repeat those as much as possible.”
This closed-loop learning system not only improves customer satisfaction, but also boosts revenue by maximizing the value of each conversation
Key Takeaways
- CX is a daily commitment.
AT&T treats every interaction as a chance to improve the customer journey.
- Technology amplifies human strengths.
AI augments – not replaces – frontline agents and their ability to connect.
- Partnerships drive smarter outcomes.
Through data collaboration, AT&T and Afiniti continuously refine pairing models.
- Impact is measurable and scalable.
With AI driving 80% of calls, AT&T sees clear gains in satisfaction and performance.
Want to learn how Afiniti can help your team carve better customer experiences every day?
See the full interview here.