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AT&T CMO quantifies 'brand love' impact on customer growth and cost savings

By PulseAugur Editorial · [1 sources] ·

AT&T's Chief Marketing Officer, Kellyn Smith Kenny, has quantified the financial impact of 'brand love' on the company's business outcomes. By measuring customer sentiment on a scale from hate to love, AT&T found that higher brand love scores correlate with increased customer acquisition, reduced churn, and greater likelihood of purchasing additional services. This data-driven approach has informed product development, such as the 'Build a Plan' offering, and service guarantees, demonstrating a direct link between marketing efforts and core economic performance. AI

RANK_REASON Article discusses a marketing strategy and its quantified impact, rather than a new product release, research finding, or policy change.

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AI-generated summary · Google Gemini · from 1 sources. How we write summaries →

AT&T CMO quantifies 'brand love' impact on customer growth and cost savings

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Article discusses a marketing strategy and its quantified impact, rather than a new product release, research finding, or policy change.
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COVERAGE [1]

  1. Fortune TIER_1 English(EN) · Ruth Umoh ·

    AT&T’s CMO tied ‘brand love’ to the numbers CEOs care about. Customers are 3 times less likely to leave and much cheaper to acquire

    AT&#038;T’s CMO says customers who love the brand are three times less likely to leave, 50% more likely to buy a second product, and cheaper to acquire.

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