economy
How AT&T tied ‘brand love’ to customer growth: 60% higher sign-ups and 3x lower churn
When Kellyn Smith Kenny joined AT&T as CMO in November 2020, she joined a company whose identity was about to change dramatically.
TL;DR
- AT&T's CMO, Kellyn Smith Kenny, focused on restoring the company's 'swagger' by making marketing central to its transformation.
- AT&T measures 'brand love' on a seven-point scale, with scores increasing 13 points over five years.
- Customers who 'love' AT&T are 1.6 times more likely to become customers, three times less likely to leave, and 50% more likely to add services.
- Markets with higher 'brand love' have 50% lower customer acquisition costs.
- Customer insights led to the 'Build a Plan' offering for price-sensitive consumers and the 'AT&T Guarantee' for service reliability.
- Marketing efforts for FirstNet, a public-safety network, improve overall brand perception among consumers.
- AT&T quantifies marketing's contribution to revenue growth, treating brand strength as a key business outcome.