DMDR QUALITY

Greeting and Closing (uniform greeting & closing statements to drive a consistent customer experience) Behaviors associated with this skill-set: · This is <first name> in the Sales department. How may I help you?” OR “Thank you for calling AT&T. This is <first name>. How may I help you?”. Representative may not personalize either of these greetings. · Use of a pleasant closing at end of call that includes the AT&T brand and an appropriate recognition of the call outcome. Examples include (but are not limited to): o No Sale – “Thank you for considering AT&T. Have a great day.” or “Thank you for calling AT&T. I hope we can be of assistance again in the future.” o Potential Sale / Callback Scheduled – “I’m so glad you called AT&T, and I look forward to speaking with you again soon.” or “I’ll talk with you soon. Thanks for calling AT&T.” o Sale – Please refer to Recap script. · Note: N/A is not a scoring option for this attribute. Tracking Boxes: 1. Standardized greeting 2. Branded closing

· Identification of the reason for the call to DMDR or AT&T (e.g., interest in wireless service, desire to add a feature or line of service to an existing account, interest in High Speed Internet, etc.). Representative obtained enough information to move the call forward. (Note: The reason for the call is not the customer’s motivation for shopping/purchasing. Motivation is addressed in the Discovery Effectiveness attribute.) · Providing an appropriate response/acknowledgement statement to the caller after the caller states the reason for their call but prior to requesting any additional detail from the caller (whether it is a customer or an AT&T representative). If the caller does not clearly state the reason for the call following the greeting, the representative will assure the caller that they can assist and then ask clarifying questions to determine the reason for the call. o Examples include (but are not limited to) a simple, “I’ll be happy to help you with that”, as well as empathy statements (e.g., regarding frustration with hold time or buying experience), reinforcements of the caller’s desire to activate service, expressions of gratitude for customer’s tenure, etc. · For calls that are not misdirects as well as misdirects that are converted into a sales opportunity: progressing the call beyond the introductory stage into the discovery process. If the caller initiates their own question(s) first, the representative shall attempt to redirect the call toward a rep-led discovery process in an efficient manner. Unless the customer objects, representatives must attempt to complete some amount of needs discovery (beyond the number of line(s) of wireless service and current service provider) prior to running a credit application. · Note: N/A is not a scoring option for this attribute. Tracking Boxes: 1. ID reason for call 2. Acknowledgement statement 3. Progresses into discovery process

· Some amount of needs-based discovery occurs prior to making rate plan and/or equipment recommendation(s) for AT&T product(s). (Note: The number of line(s) of wireless service and current service provider are not enough to qualify as needs-based discovery.)
· If one or more of the following types of recommendations are made, the representative makes some attempt to complete the following “minimum discovery” first. (Note: General estimates of usage (e.g., “a lot”, “a little”, “some”, “heavy usage”, “light usage”, “average usage”, etc.) do not satisfy these requirements.) o Wireless voice rate plan for post-paid service or GoPhone – number of minutes needed by each user per month (B2B: This same requirement applies to wireless inquiries for up to 3 lines of service. For 4+ lines of service, the minimum wireless voice rate plan discovery requirement is the total number of minutes needed by the group.) § Note: The number of expected calls per day or month is not sufficient. Some discussion of the minutes needed is required. o Wireless data-only plan – number of MB needed by each user per month o Wireless voice equipment – for each device to be sold to the caller, 1 key physical preference related to device (e.g., form factor or interface – such as touchscreen, full QWERTY) AND whether a SmartPhone or Quick Messaging device is more appropriate for customer’s intended usage o Aircard rate plan – N/A o Aircard equipment – availability of a USB port for connectivity (may be inferred if the laptop or computer is less than 1 year old) o Netbook rate plan – anticipated frequency of sending/receiving email messages and downloading large files such as videos, images, or documents o Netbook equipment – N/A o Advanced TV plan – for U-Verse only: frequency of online gaming & streaming via internet o Advanced TV equipment – number of receivers with & without DVR capability o High Speed Internet plan - frequency of online gaming & streaming via internet o High Speed Internet equipment – interest in wireless connectivity (i.e., multiple computers or desire to stay mobile within the house) · Note: This attribute is scored N/A for misdirected calls that are not converted to a sales opportunity. Tracking Boxes: 1. Needs identification prior to recommendation(s) 2. Minimum discovery requirements

Behaviors associated with this skill-set: · Creating sales opportunity(ies) with a misdirected call intended for another channel or department, when doing so would not be detrimental to the customer’s experience or AT&T’s reputation. · Taking responsibility for continually moving the call forward via call control techniques. This includes redirecting to the sales process when necessary, as well as situations where representative must demonstrate an effort to advance the caller from ‘price checking’ to discovery of needs, or from ‘information gathering’ to processing a credit application, etc. · Addressing – not ignoring - any objection(s) related to closing the activation aspect of the sale (i.e., the new line of wireless service, High Speed Internet service, or Advanced TV service). · Addressing – not ignoring - any objection(s) related to additional feature(s) or accessories. · Note: N/A is not a scoring option for this attribute. Note: The representative’s method(s) for and/or success with attempting to address objection(s) are not evaluated here. Effectiveness is addressed in the Objection Handling Effectiveness attribute. Tracking Boxes: 1. Creating sales opportunities 2. Call control 3. Addressing activation objection(s) 4. Addressing feature/accessory objection(s)

· Use of one or more sell-checks and/or trial closes to confirm interest and alignment of recommended product(s) with caller’s needs (i.e., confirming agreement with one or more aspects of the sale, such as the rate plan, the equipment, additional features, etc.). (B2B: Uncovering information about the decision/purchase timeline or who will be making the purchase decision, as well as offering to send a written proposal, are all additional examples of B2B sell-checks.) · Use of assumptive closing techniques such as “Which credit card will we be using to place your order today?” or “And will we be shipping the new equipment to 123 Main Street…?”, if an opportunity to close exists.

Behaviors associated with this skill-set: · All elements of the conversation are consistent with what was discovered from the caller. (In other words, if anything at all was discovered, neither the conversation nor any subsequent recommendation(s) contradict that information in any way.) · All recommendation(s) are justified based on at least 1 need or want expressed by the caller or information discovered during the call or via account review. Recommendation(s) are not based on something arbitrary, such as “our most popular”, “least expensive”, “best”, etc.., but are linked to something learned during the call. (Note: Assuming that the needs of one user will apply to the other potential user(s) – without completing minimum discovery first – is an example of a situation where a recommendation is “unjustified”. In addition, discovering only general estimates of usage (e.g., “a lot”, “a little”, “some”, “heavy usage”, light usage”, “average usage”, etc.) is insufficient information upon which to base / justify a recommendation.) · Recognizing and seizing opportunities to position GoPhone (e.g., caller requires a deposit for post-paid wireless service, caller needs/wants indicate a good fit with GoPhone product, etc.). GoPhone is presented as an equal or superior alternative to contracted service, as applicable. (Note: Additional needs discovery may occur prior to disclosure of the deposit requirement and/or amount.) (B2B: Positioning of GoPhone is not required for business customers unless the caller specifically requests a pre-paid solution or expresses a specific need for a non-contract option, a solution not requiring a credit check, or wireless service for only a short period of time.) · Note: This attribute scored N/A for calls where plan/product/pricing information is not discussed, and for misdirected calls that are not converted into a sales opportunity. Tracking Boxes: 1. Consistent recommendation(s) 2. Justifiable recommendation(s) 3. Capitalizing on GoPhone

Behaviors associated with this skill-set: · Interaction with the caller is courteous at all times. · Adherence to a call flow that is well-organized and logical to the caller. · Voice tone is neutral to positive with varied inflection. Pace is appropriate to ensure caller’s understanding. · Allowing caller to speak without interruption and listening when the caller is speaking. Caller is not asked to repeat themselves as the result of something within the Representative’s control, and response(s) to questions or concerns from caller indicate that the Representative has been listening. · Effective choice of words to provide product / process information. (Note: This includes avoiding the use of acronyms, jargon, and terminology familiar only to AT&T employees.) · Note: N/A is not a scoring option for this attribute. Tracking Boxes: 1. Courtesy 2. Logical call flow 3. Tone and pace 4. Listening Skills 5. Effective word choice

Behaviors associated with this skill-set: · Demonstrating all mechanics of courteous Hold & Transfer procedures, as outlined in the DMDR Call Handling Process and Techniques document on myCSP. (B2B: B2B representatives may pre-establish an expectation for hold time up to 6 minutes in length in preparation to contact the B2B Analyst Review department and leave caller on hold up to the length of that expectation without checking back with the caller.) · Does not allow for any of the following: o 1 or more periods of dead air that exceeds 20 seconds in duration OR for any duration of dead air that the customer comments on OR for multiple periods of dead air (of any duration) that have an obvious impact on the customer. · All data entry is complete and accurate, including opening and dispositioning a session in System X for each customer interaction and utilizing the correct point of sale system for each transaction. (Probe & Transfer calls: This includes attempting to gather and enter the transferring rep’s ATTID.) · NOTE: N/A is not a scoring option for this attribute. This attribute is scored as Met unless the representative exhibits a deficiency in one of the aforementioned areas. Tracking Boxes: 1. Holds / Transfers 2. Dead air 3. Data entry

· Focusing on caller’s unique needs to personalize the experience; relating to the caller through shared experience / interest / commonality. · Adapting to the caller’s style (e.g., formal/informal, business-like/familiar, highly technical/simplistic terminology, etc.) while still remaining professional. · Demonstration of empathy when appropriate throughout the call. · Accepting ownership for question/issue with AT&T products/services not supported by DMDR, representing “One AT&T”, and assisting customer in accessing or obtaining support from other department(s), as needed. · Effective use of time throughout the call to establish relationship with the caller and/or more fully discover needs (i.e., not placing caller on hold or preparing caller for silence when interacting with system(s) to retrieve account, complete data entry, run credit application, etc.) · Note: N/A is not a scoring option for this attribute. This attribute is scored Not Met only if the representative missed 1 or more obvious opportunities to personalize the experience, adapt to the caller’s style, demonstrate empathy, accept ownership, and/or use their time throughout the call effectively. . Tracking Boxes: 1. Personalized experience 2. Adapting to caller’s style 3. Empathy 4. Ownership 5. Effective use of time

Behaviors associated with this skill-set: · Appropriate/effective response(s) provided to objection(s) raised by the caller including one or more of the following: acknowledging concern(s), reaffirming original reason for buying, clarifying recommendation by providing benefit(s) or further explanation, follow-up discovery, providing alternative(s) if necessary. · Taking objection handling to the next level by not only addressing the objection but subsequently creating a sense of urgency that compels the caller to close the sale as soon as reasonably possible vs. putting off the purchase. (B2B: If follow-up is necessary, representative sets clear expectations on the next steps in the process and schedules time for a callback. Note: For the following types of B2B orders, the rep may not exhibit obvious signs of attempting to create urgency if they are able to submit the request for Risk Assessment review in parallel with working to close the sale: orders for 3 or more lines of wireless service, iPhone orders, orders for New York/New Jersey/Detroit or Flint, MI or other high risk areas.) · NOTE: This attribute is scored as N/A if there were no objections raised. It is also scored as N/A if the representative ignored all objections. (You cannot assess the effectiveness of a representative’s objection handling if no objection handling behaviors were demonstrated.) Tracking Boxes: 1. Objection handling techniques 2. Creating urgency

Behaviors associated with this skill-set: · Attempt to identify at least 1 motivation for shopping/purchase including but not limited to: why caller is leaving current carrier, changes in circumstances that put the caller in the market for service, uncovering existing customer problem(s) that AT&T product(s) solve, etc. o Note: The fact that customer saw an advertisement or received a mailer may have prompted the call, but cannot be assumed to be the “motivation” for seeking additional information. · Application of the “Work / Live / Play” discovery strategy to get to know the caller. Representative demonstrates an effort to learn about at least 1 of these areas (work, live, play) for each potential user in an effort to understand how the product/service discussed would address needs related to that aspect of caller’s life. (For example: Simply identifying the caller’s employer and/or line of work does not constitute sufficient discovery about “work”. In this case, representative would also need to discover how product/service fits caller’s work-related needs.) · Tailoring discovery approach and follow-up/clarifying questions and/or restatements based on information already received from the caller. Utilizes needs-based questions vs. price- and/or product-centric questions, when necessary to improve discovery effectiveness. · Expands conversation beyond the caller’s initial inquiry to discuss a complete solution for the customer. In this context, a “complete solution” is defined as one that addresses all needs/wants revealed during the call for that product line AND includes at a minimum: o Wireless voice rate plan discussions: caller’s voice, data, and messaging needs for each line o Wireless equipment discussions: at least 1 accessory (if at least 1 accessory exists for the selected device) o Note: A “complete solution” is required only if the call progresses far enough for the customer to have the understanding that what has been discussed represents their “total” cost for either their recurring monthly charges or equipment. · NOTE: This attribute is scored as N/A if the representative completed no discovery on the call AND no opportunity to discover motive exists. (You cannot assess the effectiveness of a representative’s discovery if no discovery behaviors were demonstrated.) Tracking Boxes: 1. Identification of motive(s) 2. Work / Live / Play strategy 3. Tailored discovery 4. Complete solution

Behaviors associated with this skill-set: · Discovering caller’s unrealized needs with intent to maximize revenue & optimize solution. This includes examples such as attempting to identify an opportunity to sell a feature, accessory, additional line, etc. to an existing wireless customer. It also includes attempting to sell additional line(s) or a complementary product (e.g., an aircard to a caller inquiring about wireless voice or vice versa) to a prospective customer. (Note: Attempt(s) to sell feature(s) and/or accessor(ies) on a new line of wireless service does not qualify as maximizing revenue, as the representative is already expected to address a complete solution for each new line. The expectation is that the representative will identify an unrealized need in some other area of the call.) · Bridging from wireless to wireline product(s) and vice versa. This includes gauging caller’s interest in or verifying availability and/or eligibility for other AT&T products, even if there is not a recommendation for a specific product.

Behaviors associated with this skill-set: · Clear, concise presentation of recommendation(s) / solution statement(s). Recommendation(s) are not presented as a series of available options (i.e., a “choice” recommendation). · Provides the caller with compelling reason(s) to buy through use of value-driven vocabulary. Demonstration of the following skill(s) must emphasize the selling point(s), feature(s), and/or benefit(s) most relevant and applicable to the caller (i.e., not just generic feature/benefit statements). Examples include: o persuasive language that conveys the value of AT&T products, AT&T’s advantages over the competition, limited time availability of an offer, and (for B2B scenarios) impact(s) to the business if problems are left unresolved o representative’s enthusiasm about AT&T products/services o demonstrating how service(s) discussed will benefit the caller via example(s) and/or hypothetical scenario(s) that illustrate how the service fits a need and/or benefits the customer, rather than simply stating factual elements such as price, included minutes/messages/MBs, etc. · Incorporates up-selling techniques, when appropriate, to demonstrate how a higher end plan, feature, device, accessory, etc. is a good fit / value / option for the caller. · Note: This attribute is scored Not Met only if the outcome of the call was negatively impacted by the representative’s failure to effectively demonstrate at least one of the aforementioned behaviors. This may include lost opportunity(ies) to sell additional service(s)/feature(s)/accessory(ies) due to ineffective positioning. This attribute is scored N/A for misdirected calls that are not converted to a sales opportunity. Tracking Boxes: 1. Clear, concise recommendation(s) 2. Value-driven vocabulary 3. Up-selling