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Case study: AT&T seeks ‘effortless’ self-service capabilities driven by customer preferences

It’s not about replicating the self-help functions for the different channels anymore, the question is “what functions do customers want to perform, where?”

AT&T finds itself at a “fairly significant crossroads” where consumers are demanding “effortless digital touch points” with the CSP. This Comment discusses AT&T's approach to self-service, which has become an important service feature and a key element of the overall customer experience.

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