Multicultural Team Shared the AT&T Hawaii History
MC-Zone was a online resource for the Multicultural
Dept at AT&T Hawaii. The purpose was to share our call
handling, scripts, telecom terminology and system
knowledge in Chinese, Korean, Vietnamese and English
during the Asian Language campaigns.
In February 2002, We started as a retention center
for former AT&T customers who had recently moved their
long distance service to another carrier (Out-PIC). When
the customers received a check of $25-100 value,
depended on the amount of international long distance
spending, they called in for a check code (always 9633).
It was our job to sign them up with the long distance
service. The team spoke Cantonese, Mandarin and Korean.
We were 23 reps strong under a successful team leader -
At the same time, International Retention campaign
was introduced. That was best running show ever for AT&T
Hawaii Center with an outbound telemarketing campaign in
Vietnamese and Chinese languages. Customers were
introduced with the latest saving plans to fit their
usage. This campaign later included English to reach
The MC Campaign was faded and Asian UNEP (unbundled
Local Service from telephone network providers with AT&T
Brand) rolled in 2003. Everyone was trained to do both
Multicultural and Local Campaigns. With our successful
Asian Language inbound campaigns, the product managers
did an experiment with "outbound" telemarketing and
inbound in English to see if we can get some additional
sales. That was a proven success! In early 2003, we
covered California in 3 Asian languages. We signed up
thousands of local and long distance customers. At the
end of 2003, MC Campaign was moved to an external agency
in California. So, we can focus on 100% Local Service
We took over local service completely in 2004. We
reached hundreds of thousand Asian customers from
California to New Jersey, New York, Michigan, Illinois,
Florida, Oregon, and Washington by the Spring of 2004.
During the summer of 2004, there were many hurdles in
the heat of "Do Not Call" and government's regulation.
AT&T headquarter decided to completely shutdown the
consumer branch, including closing of this Hawaii
Center. On July 27, 2004, 78 term employees, including
95% of reps from the MC Room, were laid off. On November
19, all others were followed. The AT&T Hawaii Call
Center once being call "Center of Choice" was officially
closed, after 20 years of service, on November 21, 2004.
Written by Luis M Chen