Case #1219.0

A Measure of Delight: The Pursuit of Quality at AT&T Universal Card Services (A)

Publication Date: January 01, 1993
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Abstract:
This case describes the theory and operations of the AT&T Universal card, a credit card introduced successfully in 1990. Specifically, the case looks at Universal Card divisions methods of motivating and monitoring its frontline "telephone associates," those who deal with individual customers and who, the firm hoped, would succeed in not just serving but "delighting" customers.

Learning Objective:
This total quality management case, focused on one of the most successful new initiatives by a major firm in the US, serves as a complement to the public sector TQM cases.

Other Details

Case Author:
Susan Rosegrant
Faculty Lead:
Michael Watkins
Pages (incl. exhibits):
27
Setting:
United States
Language:
English