AI
Verizon has unveiled its most significant customer experience transformation involving every customer channel – from retail stores to its app to its online storefront and within its phone-based customer service.
Photo: Verizon
August 5, 2025 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
Verizon has unveiled its most significant customer experience transformation involving every customer channel — from its retail stores to its app to its online storefront and within its phone-based customer service.
It’s all about making it easier than ever for customers to connect with Verizon on their own terms. In an open letter to customers, Verizon Consumer Unity CEO Sowmyanarayan Sampath said the company is “raising the bar” for how it supports customers.
Key elements of the customer-first strategy are personalized customer service, new 24/7 live support, a new technologically advanced app with AI and additional stores.
The CX push is part of a multi-year consumer strategy and RetailCustomerExperience.com reached out via an email interview to Chief Customer Experience Officer Brian Higgins to gain deeper insight on the CX transformation.
Q. What prompted the transformation strategy two years ago?
Higgins: Our transformation is driven by a customer-first strategy aimed at sustained growth and increased loyalty. We were first in the industry to launch a differentiated value proposition. myPlan and myHome, and then we gave customers peace of mind on all in-market plans with the Verizon Value Guarantee. Now, we are once again moving the industry forward by setting a new standard for customer experience and solidifying our leadership in the market.
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Q. Why is providing a more personalized experience so important?
Higgins: Personalization is a key differentiator. For Verizon, our success depends on how relevant we are to our customers and employees today and in the future, so our job is to identify — proactively when possible — what a customer is looking for, and deliver it fast and consistently.
Q. How is Verizon providing more personalized experiences? Any examples of how something was handled prior and is handled now, or what a customer experienced prior and now experiences?
Higgins: We’re using AI to help personalize experiences at scale. For example, AI can help us instantly analyze a customer’s profile from the moment they contact us and help employees get a head start on who the customer is and why they may be calling. This helps reduce transaction time resulting in a smoother, faster customer experience.
Q. Where in the transformation is AI playing a role. Can you provide an example of a customer interaction that didn’t have AI and now has it and what it provides?
Higgins: Our primary use case for AI is not replacing humans — it’s about removing heavy cognitive load so humans can work better, smarter, more efficiently. AI plays a pivotal role in our transformation helping us move from identifying issues to proactively preventing them. Our Humanized AI approach results in a better experience, freeing up our employees to do what they do best — connect with the customer and drive innovation. Our goal has always been to put our customers at the center.
Q. For decades the most important consumer smartphone ‘want’ was the faster network and now that’s not always the top ‘want’ so what do you see customers wanting today in a network provider?
Higgins: Customers want to know we see them and value them, and that we understand their unique needs. For Verizon, this means anticipating their needs, offering customizable plans and services, and providing seamless, proactive support that shows them we know who they are and what’s important to them.
About Judy Mottl
Judy Mottl is editor of Retail Customer Experience and Digital Signage Today. She has decades of experience as a reporter, writer and editor covering technology and business for top media including AOL, InformationWeek, InternetNews and Food Truck Operator.
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