The AT&T Wireless retail marketing team was working hard to create an environment that encouraged sales associates to embrace the company's overall positioning—embodied in their slogan to "reach out" to customers. The retail stores had been redesigned to be customer-friendly, welcoming, and service-ready. Regardless of this, the positive connection between customer and sales team member was lost as customers waited up to 12 minutes for sales associates to find product information on the AT&T Wireless Retail Sales Intranet.