Erik Larson
Covington, LA 70433 | - |-| linkedin.com/in/eriklarsongeorgiatech/
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Digital Growth and Customer Experience
Strategic Leader with significant experience in digital transformation and customer support; demonstrated success in driving cross-functional teams to enhance customer support experiences through innovative digital solutions. Proven track record in Change Enablement, supporting large-scale transformation projects. Developed robust processes and communications to ensure seamless adoption of new technologies and capabilities, achieving measurable improvements in operational efficiency and customer satisfaction.
Key Skills
Digital Engagement Strategy: Salesforce Knowledge Management | WordPress Development
Elementor Development | Customer Lifecycle Analysis | Customer Experience Analysis | Adobe Analytics
Adobe Experience Manager | SharePoint | ServiceNow | Wordpress | YouTube Content Optimization | Social Media Strategy | Social Listening | Social SEO | Social Analytics | Artificial Intelligence | Social Chat Bots
Operational Optimization: SAFe | Lean | Statistical Analysis | Operational Design | Six Sigma | Process Improvement | Digital Transformation | Robotic Process Automation
Professional Experience
AT&T Global Marketing, Mandeville, LA08/2023 – 12/2024
Director of Digital Experience and Operations Strategy
Spearheaded the transformation of AT&T Business' digital support ecosystem, creating a cross-functional team to revamp the customer support website, driving growth and utilization.
Developed business cases and financial analysis models for a $47 million portfolio of digital prioritization and implementation.
Built and led a cross-functional team to analyze customer support experiences and implemented strategies for improvements, resulting in a significant enhancement of the business website.
Designed and built a customer-centric support website, achieving a 260% increase in month-over-month visitors.
Streamlined content utilization and simplified the website, aligning content with top customer touch points in chat and call centers, resulting in an 1850% increase in self-service content utilization and $4M in cost savings YoY.
AT&T Business, Mandeville, LA03/2021 - 08/2023
Transformation Change Enablement Lead
Led 14 Transformation EPIC teams for ServiceNow initiatives, developing processes and communications to enhance adoption and awareness of new capabilities among executives, employees and customers.
Optimized self-support video content across internal and external channels, achieving a 56% increase in year-over-year utilization and significant cost savings.
Developed a digital roadmap for AT&T Business’ support ecosystem, identifying and resolving website issues, resulting in a 42% increase in customer utilization of self-service.
Consolidated file management and process control for 7 organizations and over 100 projects into a single SharePoint Hub Site ecosystem, replacing multiple initiative-based systems.
AT&T Business, Atlanta, GA10/2019 - 03/2021
Business Transformation and Digital Experience Strategy
Drove process transformation and operational efficiency improvements across multiple organizations. Transitioned the Technology Development organization from a waterfall-based methodology towards Lean Agile project management.
Revamped the digital content strategy for AT&T’s Wireline Business customers by integrating knowledge articles, videos, and interactive content, significantly boosting awareness and utilization of new digital experiences.
Implemented WordPress with Elementor as the primary internal communications platform, centralizing communication, training, operational leadership, and cultural information for over 40,000 employees.
Created the adoption strategy, communications, and training plan for AT&T Business’ initial rollout of ServiceNow for the Incident Management business unit.
AT&T Technology Development, Atlanta, GA06/2017 - 10/2019
Sr. Strategist Digital Engagement Social Media & Technology
Headed global efforts to identify and implement emerging technologies and platforms, enabling innovative customer interactions across AT&T, Time Warner, and DirecTV.
Pioneered an innovative methodology to calculate the ROI for social media engagement identifying over $65M in value.
Developed a strategy for Organic YouTube videos driving 141% growth in views and $15.7M in call-deflection value over two years.
Designed and built social media chat bots leveraging machine learning to offload common customer inquiries.
Education
Masters of Business Administration (MBA), Focus: International Business, Entrepreneurship
Georgia Institute of Technology, Atlanta, GA
Bachelors Of Science (B.S.) - Materials Engineering, Focus: Nanotechnology, Fiberoptics and Composite Glass
Clemson University, Clemson, SC
Public Speaking Experience
2025 Customer Contact Week: Revolutionizing B2B Self-Service
Social Media World Forum Panel
Digital Atlanta Keynote
Customer Experience in Telecom Keynote
BOSS Keynote
Recent Publications
Calculating the Cost Impact of Self-Service
Reimagining Business Support: Small changes driving massive results
Tying NPS to a financial impact
Leverage NPS for decisions
