The Pursuit of Quality at AT&T Universal Card Services Essay

The Pursuit of Quality at AT&T Universal Card Services - Essay ExampleIn order to monitor the military operation of employees in dealing with the guests, the business organization has caste up a unique and multifaceted measurement form. With these thrusts, the company is seen to surpass the industry standards. The creation of a process measurement system enables AT&T to locate problem processes to promptly address any problem discovered to constantly asses how well customers atomic number 18 being served and to reward exceptional performance (Rosegrant 3).It should be noted that AT&Ts motivation technique is primarily through the use of monetary benefits. Customer improvement representatives who are in forefront of the companys operations and are directly dealing with AT&Ts customers are given financial incentives like bonuses if they achieve the goal set by the management. In order to monitor performance, managers, team leaders, and top executives are tasked to listen to the t elephone associates conversation with the customers in varying degrees. AT&T excessively conducts daily meetings in order to discuss the daily performance of the customer returns representatives. This becomes the important venue for the discussion of how service quality can be continuously improved.The product offered by AT&T in the market together with the companys extension of exceptional customer service has gained it the largest market share in the credit card industry. AT&T has become the youngest business organization to be awarded the sought after Malcolm Baldrige National Quality Award. Despite this success however, twain external and internal pressures are forcing AT&T to institute changes in its business operation.II. Statement of the Problem Looking at the external environment, competitors have recognised the huge profit potential in the market served by AT&T. The product which was pioneered by AT&T has become common in the market. bleak players have tried to offer th eir own no-fee, low interests credit card making it difficult for AT&Ts product to stand out. Thus, the business organization opts to show its thrust of providing above industry standard customer service. With this, AT&Ts executives are faced with the challenge of identifying the ways on how to boost and enhance customer service provided by their telephone associates. This is even worsened by the fact that the company growth has slowed down and will not be able to accommodate the rise of telephone associates to the corporate ladder.Externally, there is a strong pressure for managers to take the quality measurements a step further. The current system fails to correctly indicate customer satisfaction. It has been found out that the telephone associates performance is not directly correlated to the quality of the service extended as perceived by the customer. There has been a consensus that the current system is not adequate to meet the more intense rivalry in the market Moreover, th e current measurements no longer seemed to be impetuous the quest for improvement, and Davis and others had become convinced that it was time to retool a system that no longer fits the needs of the company (Rosegrant 12). However, there is no consensus on what ought to be done in order to improve the process. Changing the process will also post problems within the workforce. It has also become apparent that changing the system