Jenifer Robertson

Jenifer Robertson leads AT&T’s consumer business as Executive Vice President and General Manager. She looks for the friction customers encounter, then works backward into the products, processes, and technology creating it.

For Robertson, scale can’t become an excuse for treating CX as a collection of averages; she wants teams to think about the individual behind the metric. The goal is to understand what went wrong for that person and then determine whether the underlying problem can be removed for millions of others.

That philosophy also explains her emphasis on simplicity, transparency, and customer control. In a business as technically complex as telecom, Robertson doesn’t expect customers to understand everything happening behind the service. Rather, she wants AT&T to absorb more of that complexity itself, whether through clearer offers, proactive remedies when service fails, or connectivity that can automatically shift between networks to keep a household online.

Robertson finds that AI earns its place when it helps an employee resolve an issue faster, lets a customer handle something easily on their own, or removes the problem before they experience it at all. She sees an opportunity for CX to move further upstream, from responding well when something breaks to building systems capable of anticipating and preventing more of those moments.

As networks become smarter and more automated, Robertson’s view is that the customer experience should become simpler in return. The technology can grow more complex behind the scenes, but the person using it should feel more in control, encounter fewer problems, and have less reason to think about the network at all.