Elevating AT&T's Customer Experience Through Strategic Digital Optimization
Phil Oriani | Digital Experience Strategy | 20+
Years Building Customer-First Solutions
Introduction
Two Decades of In-House Brand Partnership
Clients:
I have spent years working with some of the top consumer brands. Auto, Recreation Vehicles, National Home Builders, Hospitality, HealthCare Legal and more.
The common point of failure? Despite massive marketing investment to drive interest, too many potential customers exit before converting.
Strategy
Build to Evolve, Not to Perfect
Across 60+ engagements in North America, I've converted the majority into long-term partnerships with a simple truth: expensive consultants deliver grand visions that rarely see successful implementations.
Why traditional strategies fail:
  • Too many roadblocks and dependencies
  • Disconnect from delivery team capabilities
  • Unrealistic timelines
  • Budget constraints and low organizational buy-in
The Evolutionary Approach
Digital strategy requires multiple parallel paths with achievable time-based milestones:
The Exit Path Problem
Marketing drives traffic effectively, but conversion suffers from preventable friction points across two critical dimensions:
User Experience Barriers
  • Impatience: Slow load times and lengthy processes
  • Confusion: Unclear navigation and complex information architecture
  • Overwhelm: Too many options, irrelevant offers, cluttered interfaces
User Engagement Gaps
  • Lead Response: Delayed or ineffective chat and inquiry follow-up
  • Click Path Optimization: Missing high-propensity re-engagement opportunities
  • Relevant Follow-Up: Generic messaging instead of personalized touchpoints
Where Are All the Customers?
Automotive brands spend billions driving traffic to their websites, yet they were missing over 50% of brand-specific traffic. The disconnect? Brands weren't present where consumers actually start their journey.
Research
Consumers compare features, read reviews, and evaluate options across third-party platforms first
Inventory
Real-time availability checks happen on aggregator sites before visiting brand properties
Price
Price shopping and deal discovery occur outside brand ecosystems
Take the time to step back, adopt the consumer mindset, and meet them where they actually are.
Ask questions! What is the value proposition others offer that keeps them away from you getting the 1st click??
Value Exchange
Provide Value, Get Value
Trade-In Tool
Instant valuation builds trust and captures intent data while providing immediate utility to the customer
Let Us Find It For You
Concierge-style inventory matching demonstrates commitment to customer needs while gathering preference signals
New Home Designer
Configuration and visualization tools engage prospects meaningfully while identifying serious buyers
These simple strategies generated tens of thousands of leads per month!
New Customers Are Expensive—Make Sure They Are Loved
You've captured their email or phone number. Now the clock is ticking. The immediate post-conversion experience determines whether this lead becomes a loyal customer or abandons the journey.
The Critical First Touchpoints:
  1. Welcome to the brand: Acknowledge the relationship immediately with a warm, branded message
  1. Personalized offer: Use captured data to deliver relevant value, not generic promotions
  1. Engage on their terms: Respond quickly but respect timing—too fast feels automated, too slow feels neglectful
Why AT&T?
The Team
AT&T's Leadership is highly recommended by people I trust. A great team, behind a common goal is what I want in my life!
The Belief
Belief in myself, based on what I see and have heard, that I and my team at AT&T and make a dramatic positive impact on revenue
The Challenge
AT&T's scale and complexity combined with potential to pull away from the competition excites me! Quick wins here demonstrate what's possible when strategy meets execution.
Texas!
Born in Houston, adopted by Michigan, its time to come back home.
"If you want to build a ship, don't drum up the men to gather wood, divide the work, and give orders. Instead, teach them to yearn for the vast and endless sea."
— Antoine de Saint-Exupéry
Phil Oriani: Experience & Vision
With over 25 years of experience, I've partnered with major brands across diverse sectors, including Auto, Recreation Vehicles, National Home Builders, Hospitality, HealthCare & Legal
Co-founder and former CEO of Shift Digital, a technology startup I scaled to over 800 employees, achieving "unicorn" status by year 8!
  • My focus: solving complex consumer engagement challenges utilizing innovative technology
  • Proven track record of creating immense value for North America's largest brands & building a unique and impactful private enterprise