AT&T Receives Gold Award for Excellence in Marketing Optimization
1to1 Magazine's Impact Award Honors Company for 'Customer Touch' Strategy
San Antonio, Texas, March 4, 2008
AT&T Inc. (NYSE:T) today announced that 1to1 magazine has named AT&T as the 1to1 Impact Award Gold Winner for Marketing in its seventh annual Impact Awards, which honor end-user organizations whose customer-based strategies create a significant business impact. The winners were announced in the January/February issue.
AT&T was recognized for its strategy and program, which integrates direct mail, e-mail and personal URLs (PURLs) to communicate relevant information, such as product updates, without aggressively selling. The program, focused on midsize business customers, is unique in that it delivers useful communications that are tailored to a specific customer and aids in positioning the AT&T account team as a trusted adviser.
The program delivers the right message and content to highly targeted contacts within any given company. Communications come from a specific account executive, complete with contact information and an invitation to discuss questions or concerns. Account executives can track customer activity and follow up in real time with a phone call or e-mail message that offers additional assistance.
"The approach is a way to develop a relationship without being intrusive," said Bob Sloan, vice president of Business Marketing at AT&T. "It's about learning and understanding and being able to grow. Customers want relevant information so that they can better understand what is available to assist in their growth, and this program supports that."
According to Sloan, the program enabled AT&T to increase the effectiveness of its business communications and to better position its account teams. Since implementing the solution, AT&T has seen an increase in customer satisfaction, revenue and the engagement of its account teams.
"This award, along with customer feedback, validates that we've designed a great system, and the results have exceeded our expectations," Sloan said. "We are very pleased that we have a mechanism to improve relationships with customers that positions our company for even greater success in the future. It is an honor to receive this award."
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