AT&T takes Experience Stores virtual

“Customer service is ‘how come my bill is so big?’ It is more things I would talk to an agent about,” Petouhoff said. “That is a misnomer that that’s customer service. One mistake is to launch something too soon without having the back end. If people go to this, their initial impression would be its cool and interesting, but if they click on the services and can’t get to anything they are clicking, they would never use it again. … It is about deciding what customer service will be and delivering on that promise.”

Petouhoff added that it is a mistake not to have a chat agent at a minimum, not just a simulated chat-bot, as well as an easily accessible 800 number for further questions. The quality and granularity of the search will also be another way AT&T can differentiate — or hurt — its customer service at its Experience Store, she said.

The Online Experience Store is the latest in AT&T’s moves to revamp its Web presence. Last week, the operator redesigned its traditional Web site to include a Wireless Policy Portal aimed at helping customers locate the most frequently sought wireless information. AT&T has also gotten recognition for customer service on the TV side of its business. Yesterday, J.D. Power released a residential TV satisfaction survey ranking AT&T highest in the North Central, West and South regions of the U.S. AT&T competitor Verizon scored highest in the East. In general, satellite companies DirecTV and DISH Network trailed the telcos, with cable coming in last. This is the first year J.D. Power has included the two telcos in its annual study.