Page 44 - ATT DEI Annual Report
P. 44
Understanding Our Customers’ Stories
A s downtown Chicago’s Area Retail “I got my customers 50% off at the
restaurant next door. So that way they
Sales Manager from 2017 to 2018,
Alfredo Morales noticed that most could go grab their food while a member
of his store’s noontime customers left of my team was processing the sale,”
IT’S THE SMALL
empty-handed because they felt rushed. he says. Morales’ plan was a win for the “ Intro Employees Communities Customers Content Suppliers Awards
neighborhood, the customers and the
“They were business people on their sales team. DETAILS, LIKE
lunch breaks,” he recalls. “Anytime they
came in they had 15 minutes because Morales has a knack for anticipating PUTTING ‘HABLO
they needed to go grab food. So because customers’ needs and finding creative
of that, time was against them.” ways to meet them. As an Area Retail
Sales Manager in Dallas, he reached ESPAÑOL’ ON THE
Morales and his team came up with a out to Latinos and African Americans
solution to help his customers save time by sending his reps to meet those NAMETAGS OF
and money. He and his team developed customers where they are – Alfredo Morales
relationships with the managers of supermarkets, workplace break rooms, Integrated Solutions Director – OUR BILINGUAL
neighborhood restaurants and asked tax offices – instead of waiting for M&E Marketing
them to partner with AT&T. His retail them to come into the store. 44
representatives would hand out coupons SALES REPS...IT
to local restaurants when they were “It’s the small details,” he says. “Like
assisting customers. putting ‘Hablo Español’ on the nametags MAKES A BIG
of our bilingual sales reps. It seems
By handing out coupons to their like a small thing but it makes a big IMPACT...” AT&T D&I Annual Report 2019
restaurants in his stores, he proposed, impact because it makes people feel
his sales team would send customers comfortable. We’re meeting them
their way. where they’re at.”
