The AT&T Case Study Report

AT&T Case Study Report
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AT&T Case Study Report
The CRM upgrade project was an integration project because it was to enhance the establishment of a web portal that could integrate all the different system and information source layers in one screen rather than different screens. Similarly, the new upgrade of the CRM will provide an integrated framework that could allow customization (Koch, 2004). For instance, different processes could run simultaneously, including the different rate plans and arcane metering processes, tracking calls, setting up of new numbers linked with many different switches in the country and the world.
The need to have increased service delivery by simultaneous responses to the direct calls and sales processing was dire. In addition, AT&T was aiming at experiencing a rebound to its market leadership position. The other driver was the need for the company to create many new customers in the industry more than Verizon, which is its main rival. The company was also focused on enabling its clientele to change its cell phone carrier and retain its phone number (Koch, 2004). In this case, wireless number porting was pursued by seeking the integration of new systems with different carriers’ CRM systems.
The Siebel upgrade project was aimed at beating the November 24 deadline of every service providers’ ability to enable clientele to change cell phone carriers without losing their phone numbers (Kumar, 2018). The efficiency of service delivery was another objective for the project. However, the AT&T system was bug-ridden. Demotivation due to rumors of massive layoffs to be occasioned by outsourcing spree. The customer service representative could not notice when the call signals from customers came; hence 50000 customers in a singl...