In this CPTV interview, I spoke with Shiraz Hassan, VP of channel and distribution at AT&T Business, about how AT&T has “doubled and tripled” its channel investments.
“We have a very long history with this channel,” Hasan said. “Over the last couple of years, we have doubled and tripled down on the investments we're making, and in multiple ways. It is truly about making sure we create a great end-customer experience, and to do that, the best thing we can do is continue to make it easier and easier for partners to do business with us. So, it's about improving the partner experience, which translates into a better customer experience.”
Hasan said AT&T Business is spending millions of dollars to improve its systems for partners who are looking for information such as a price or contract, or if they need a rapid response to a question. The goal is to make that process more efficient. AT&T is also opening more accounts to help partners’ customers purchase AT&T services.
“We've taken a customer-first mindset, and we are adapting and evolving to make sure that regardless of the distribution channel, if the customer wants to consume our fiber or mobility services, we let the customer make that decision,” he said. “And that is something that is being very well received by our partners.
“I think our message has been very consistent over the last couple of years: ‘We are open for business.’ We are continuing to make investments in making the partner experience easier. We have significantly reduced the number of closed accounts. So as long as you're bringing us new business — let's grow together. That's the message: let's grow together.”
He also said AT&T Business realizes it can’t have a one-size-fits-all strategy and has to tailor its approach for specific types of partners.
“For partners in the VAR business, for example, we have a referral program,” Hasan said. “For partners in the TSD space, we have a slightly different model. And then AT&T Business as a whole — through AT&T Partner Solutions — we have a wholesale model where partners can white-label our connectivity and take it to market under their own brand.”
Hasan said he is looking forward to Channel Partners Conference, as he does every year. AT&T will have several speaking slots, including an appearance by SVP Chad Townes on a Power Panel alongside reps from Comcast, T-Mobile and Verizon. Hasan said he’s most looking forward to meeting with partners at the show.
“It is always amazing to spend time with so many partners,” he said. “The ecosystem we have is a community that is genuinely excited about this event every year. There are some long afternoons and long evenings, but it's my favorite business conference of the year. We're looking forward to some really meaningful conversations to continue to drive the business.”
Watch the entire video at the top of the page.