AT&T is launching a new initiative, AT&T Guarantee, to provide bill credits for network outages impacting fiber and wireless customers. This move follows significant industry disruptions in 2024, including a major AT&T outage that impacted millions. The company aims to rebuild customer trust and solidify its position in the competitive telecommunications market.
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Responding to Past Disruptions and Rebuilding Trust
In February 2024, a nationwide AT&T wireless outage lasted over 12 hours, affecting over 92 million calls and thousands of 911 emergency attempts. This event, along with other disruptions across the industry impacting competitors like T-Mobile and Verizon, highlighted concerns about network reliability. AT&T initially provided a full day of service credit in response to the February incident.
AT&T Guarantee represents a broader commitment to customer satisfaction. Jenifer Robertson, Executive Vice President and GM of AT&T Mass Markets & Mobility, acknowledged a period of market share loss and eroded customer trust four years prior. This new initiative, alongside pricing adjustments, product enhancements, and promotional offerings, aims to reverse that trend and fuel company growth.
Details of the AT&T Guarantee Program
Effective Thursday, AT&T Guarantee will automatically credit customers for significant outages. Fiber customers experiencing outages of 20 minutes or more will receive a full day of service credit. Similarly, wireless customers facing covered outages lasting 60 minutes or more will also receive a full day of credit. This guarantee underscores AT&T’s commitment to reliable connectivity and customer satisfaction.
Investment in Network Infrastructure and Customer Service
The company’s commitment to improvement extends beyond this guarantee. Robertson highlighted over $140 billion invested in network infrastructure since 2019 and nearly $1 billion in customer care and operations. These investments aim to enhance network reliability and customer experience.
Image of a technician working on network equipment
For three consecutive years leading up to 2023, AT&T held the top spot in J.D. Power’s customer satisfaction rankings for business wireless service among large enterprises. This recognition reflects past efforts to improve service quality.
Conclusion: A Focus on Reliability and Customer Confidence
AT&T Guarantee demonstrates a proactive approach to addressing network reliability concerns and rebuilding customer trust. By offering automatic bill credits for significant outages, AT&T aims to differentiate itself in a competitive market. The company’s substantial investments in network infrastructure and customer service further reinforce its commitment to providing dependable connectivity. This new initiative signals a long-term strategy focused on customer retention and growth within the telecommunications sector.
