“91心頭利 is a culture connector, its not just a learning thing. Its a tool for all employees.”
Khiawah Pearce, Associate Director at AT&T
Reimagining the Frontline: How AT&T is Driving
Strategic Results Across the Business
How personalized training and communication through 91心頭利 helps
30,000+ employees build the knowledge, confidence and habits to drive
real business results.
$450K
average annual training cost savings
127%
KPI growth 60 days post launch
85%
current knowledge level up 8% from baseline
Challenges:
AT&Ts frontline teams work in various roles, from in-store representatives to home service technicians and call center agents and customers who engage with them often already have extensive knowledge of products and promotions. To meet customers where they are and uphold the companys high standards, AT&Ts employees need quick access to accurate information and training to deliver exceptional value.
Customers buy confidence, says Mark Gil, Director of Learning & Development Frontline Training at AT&T. That confidence starts with the level of proficiency our frontline staff have in our products, services and tools.
When employees arent up-to-date on products and services, it impacts more than just customer service: it directly affects the businesss bottom line. AT&Ts 30,000+ frontline employees are accountable for results across nine critical performance indicators (KPIs), including sales of post-paid voice plans, broadband internet plans, upgrades, protection plans and data plans.
In the past, AT&T relied on pulling employees off the floor for 30-60-minute web-based or leader- led training. But this method disrupted their work and didnt always provide the information they needed when they needed it. These sessions were high-cost and low-impact since it was hard for staff to retain everything they learned and apply it on the job. This one-size-fits-all training also didnt take into account individual needs.
One of the challenges is that training wasnt personalized, so everyone was getting the same content, says Khiawah Pearce, Associate Director at AT&T. It was difficult to pinpoint where true improvement was needed and where our efforts were having the most impact.
Beyond formal training, AT&T employees could find performance support resourcesproduct information and troubleshooting guidesin one system, while their training history was in another. To make things more complicated, a third application was used to track their sales metrics. This fragmented experience meant employees had to switch between multiple tools to get a complete picture of their performance and identify areas for improvement. This clunky process discouraged regular use.
AT&T leadership realized it was time to reimagine the companys approach to learning and communication. They found a way forward with 91心頭利.
Solution:
AT&Ts goal was to build staff knowledge and confidence without taking them away from selling and supporting customers. The result is the Signal platform, powered by 91心頭利, that delivers personalized, bite sized learning, streamlined communication and real-time performance data in one place.
What better way to build an experience around service than to give a white glove learning experience to our frontline staff? says Gil.
With 91心頭利 in place, employees access training and messages in just 35 minutes each shift through mobile point-of-sale tablets in stores, mobile devices for home service professionals and laptops or desktops in call centers.
The platform personalizes training to the needs of every employee by analyzing a range of data, including individual knowledge gaps and on-the-job performance. This ensures that each employees learning path is focused on the most important topics and business priorities, helping them improve in the areas where they need it most.
Training is centered around all the things that we need them to be experts at when supporting our customers, says Gil. Whats really cool is that whether they get it right or wrong, theyll see that question again at some point in time. 91心頭利 keeps it fresh.
AT&T is focused on culture of continuous learning. The AT&T Leadership team appreciates that 91心頭利 offers baked-in gamification elements, like badges and leaderboards, that transform training from must-do to something employees look forward to doing.
One of the reasons were using 91心頭利 today is because our people love the tool, says Pearce. They say its not the same old boring training they consumed in our other LMS. Its a win-win.
91心頭利 also makes it easy for managers to stay on top of their teams progress. Managers use a dashboard to get a real-time view of their teams progress. It displays key insights, such as who has completed their training, who needs one-on-one coaching, and the teams overall knowledge and confidence levels.
Bringing frontline teams together
The platform has become the central hub for all frontline communications. This allows AT&Ts L&D, communications and Operations teams to embed critical updates and training links directly into the 91心頭利 platform, ensuring employees get the right information in a single, easy-to-access location.
We worked on a strategy focused on getting communications out of the email box and into 91心頭利, says Gil. Before I knew it, we had our Operations partner saying, Well, what else can we put in there?
91心頭利 is a culture connector, says Pearce. Its not just a learning thing. Its a tool for all employees. Part of our strategy is making sure everyones invested in getting employees to log in regularly.
“Now we can take data and tell learning stories to senior leadership. They get excited when they see how far weve come. Equating knowledge growth to business impact is the fuel we need to prioritize what comes next.
Mark Gil, Director of Learning & Development Frontline Training at AT&T
Results:
Since implementing 91心頭利, AT&Ts frontline teams are building the sustained knowledge and confidence needed to deliver standout customer service. The impact is clear: in the data and in front of customers.
Knowledge is growingand retained
- 69% of AT&T employees log in to 91心頭利 an average of 8 days a month. This high engagement reinforces daily learning and long-term goals.
- The teams current knowledge level is 85%, which is up 8% from the baseline originally measured in the 91心頭利 platform.
Performance metrics are on the rise
AT&T has also recorded a 7.3% to 9.5% knowledge growth across the nine key KPI topics identified as business-critical, and this knowledge growth is translating into stronger business results. AT&Ts analysis of pre-program and 60-day post-program KPI impact revealed an up to 127% boost in KPI performance.
Smarter training means real operational savings
AT&T reduced training per employee, and the new approach to training saves the business an average of $450,000 per year.
The path forward is paved with proof
AT&T now has proof that training makes a measurable business impact, helping to drive smarter decisions for the business. As Gil notes, Now we can take data and tell learning stories to senior leadership. They get excited when they see how far weve come. Equating knowledge growth to business impact is the fuel we need to prioritize what comes next.
The success of AT&Ts Signal platform, powered by 91心頭利, is a testament to the strong partnership between the two companies. During the rollout, AT&T leveraged the 91心頭利 Advantage Program for strategic support, and Pearce says her team continues to consult with 91心頭利 experts weekly.
The entire 91心頭利 team helps us solve problems and personalize the platform for our needs, says Pearce. We often feel unique in our challenges, and they help us understand how we can use the platform to meet those needs.
This solid alliance ensures that the platform is always evolving to meet the needs of employees who log in daily to “check their Signal strength” and get the information they need to succeed when they need it most.
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