This case focuses on total quality management analysis of the successful new initiatives of AT&T Universal Card Services. It describes the theory and operations of the AT&T Universal card, a credit card introduced successfully in 1990. Specifically, the case looks at UCS's 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.
AT&T's has two main goals: 1. combine credit card and calling card 2. …
