In a groundbreaking move, AT&T is redefining customer care in the telecommunications industry by introducing a guarantee that compensates customers for service outages. The company pledges to credit customers with a full day's worth of service if a fiber outage lasts more than 20 minutes or if a wireless outage extends beyond an hour. This initiative aims not only to restore service promptly but also to ensure customers feel valued and supported during disruptions.
To further assist small businesses, AT&T is committed to connecting them with technicians quickly to resolve issues efficiently. This innovative compensation guarantee marks AT&T as the first telecommunications provider to implement such a policy, especially relevant given the high incidence of outages experienced across the sector last year. The company reports that customers prefer providers who offer such assurances, with a customer being four times more likely to select a brand that guarantees service quality.
“Customers tell us they want confidence in their service provider, and offering a guarantee makes them four times more likely to choose a brand that offers one. It's about being transparent, taking action, and ensuring our customers know they are supported,” said Kellyn Kenny, Chief Growth & Marketing Officer at AT&T, January 2025.
This policy is part of AT&T's broader strategy, which has seen an investment of $750 million in customer service over the last four years. Additionally, customers will now have the ability to monitor the status of outages on the company's website, shifting away from the reliance on social media for service updates. “Since 2019, we've invested more than $140 billion in our network and nearly a billion dollars in customer care and operations, positioning us as the first and only carrier to provide such a guarantee for both wireless and fiber networks,” stated Jenifer Robertson, Executive Vice President & GM at AT&T Mass Markets & Mobility, January 2025.
While AT&T assures that service disruptions have not become more frequent, the introduction of this compensation policy indicates the company's serious commitment to minimizing outages. Utilizing monetary compensation as a deterrent serves as a motivational factor for the organization to prioritize customer satisfaction. Furthermore, AT&T continues to entice both new and existing customers with appealing smartphone deals. As an added bonus, customers placed on hold for over five minutes when contacting technical support will receive a $5 Visa gift card.
