Qualtrics Event

The Future of CX at AT&T: Putting the XM Maturity Model into Action!

TUESDAY, September 1, 2020 / 11:00 AM CT

Join us for 90 minutes of specially curated content to learn more about Qualtrics' XM Maturity Model and how AT&T can leverage the model to evolve its Customer Experience program. You'll also hear about program recommendations from Qualtrics’ XM Scientist and CX Solution Strategist teams.

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You’re Invited

Qualtrics’ vision of Experience Management supports AT&T’s customer obsession and CX initiatives. Join AT&T’s very own Stanley Vigil (Director of Corporate Strategy) as he and Qualtrics’ CX professionals conduct a readout of the XM Maturity Model results and review key opportunities. Eddie Accomando (CX XM Scientist, Qualtrics), Aimee Lucas (Principal Senior Analyst, XM Institute, Qualtrics) and Ben Lawder (Senior Manager of CX Solution Strategy, Qualtrics) will provide guidance and examples on how to leverage the Maturity Model to lay out a strategic plan for program enhancement and maturation. 

Qualtrics Day is a unique opportunity to learn about:

  • Experience Management, the six CX competencies and the XM maturity model

  • What high maturity CX organizations look like and examples of what companies do to move from where AT&T is to higher maturity

  • The XM maturity assessment results from AT&T, common strengths, and three areas of opportunities to accelerate program maturity

  • The near-future vision and roadmap for the CX program

  • Recommendations of competency/cultural best practices and how to leverage Qualtrics technology to scale and close capability gaps


Tuesday, September 1, 2020

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11:00am – 12:30pm CT


Virtual event hosted on Zoom


11:00 AM
Welcome, Zoom Review, and Event Kickoff — Speakers: Kylan Lundeen (Senior Director of Marketing, Qualtrics), JJ Trahan (Director of Sales, Qualtrics), Todd Salter and Chris Evans

11:10 AM
Setting the Stage: Maturing CX at AT&T — Speaker: Stanley Vigil

11:15 AM
What is Experience Management and Why It’s Important to Mature Your Program — Speaker: Aimee Lucas

11:30 AM
Moving to Action: Recommendations for the Future of CX at AT&T — Speakers: Eddie Accomando and Ben Lawder

12:10 PM
Live Q&A and Discussion

12:25 PM
Closing and Next Steps



Aimee Lucas Aimee Lucas is an experience management researcher, advisor, trainer, and speaker. As part of Qualtrics’ XM Institute, she focuses her efforts on helping organizations optimize their experience management (XM) programs. Aimee leads the XM Institute’s research into CX and EX best practices and the broader organizational capabilities required for building loyalty by improving customer and employee experiences. Aimee has over 20 years of experience improving service delivery and transforming CX through people development and process improvement initiatives. Her areas of expertise include market research, program management, marketing, instructional design, and training. Aimee joined Qualtrics when it acquired Temkin Group, a leading CX research and advisory firm. Prior to joining Temkin Group, she implemented the CX strategy and managed the Voice of the Customer program for Crowe Horwath LLP, one of the top 10 public accounting and consulting firms in the US. Aimee is a certified Customer Experience Professional (CCXP) and a graduate of the University of Notre Dame with a degree in marketing management.

Eddie Accomando Eddie has 25 years of experience in the creation, deployment, and maintenance of enterprise-wide CX, EX, UX, and Market Research programs. He applies qualitative and quantitative techniques to reveal insights that drive action within organizations that have material impact and are tied to financial metrics.  He is particularly interested in how language and culture influence the choices people make. While primarily focused on the telecommunications and semiconductor verticals, he has supplied expertise in transportation and multicultural programs.  He pioneered the application of a MROC at Texas Instruments that captured broad international interest. He began working for Qualtrics in 2019 and is eager to help customers develop state-of-the-art programs using this robust technological platform.

Ben Lawder