Now, this has changed. Customers want competitive telephone or cellular rates at the same level of quality service. Unfortunately, there’s a trade‑off because customers want a higher level of service at a lower price. AT&T wanted to change its traditional culture of service at any cost to a Brand U culture that pays attention to optimizing design, quality, delivery, and value.
But, the Brand U cultural change is horribly difficult because it meant breaking AT&T’s culture of lifetime, womb-to-tomb, employment. The old culture attracted, rewarded, promoted, and nurtured risk-averse behavior. Current AT&T management encourages intelligent risk‑taking – another core Brand U value.
With AT&T unfortunately it didn’t work.