HR transformation at AT&T Consumer Services

Over a five‐year period, AT&T Consumer Services experienced radical structural change, in preparation for US deregulation of the telecommunications and information‐services markets in 1996, and afterwards. This had far‐reaching internal impacts, including waves of downsizing, growth and further restructuring. Continuing success in the 23,000‐employee business rests on being able to differentiate itself through high‐performance competitiveness and people effectiveness.