Jerome Cheatham, Region President, Atlantic South Market, Verizon Consumer Group

In an interview with Focus: Jerome Cheatham, Region President of the Atlantic South Market for Verizon Consumer Group, discussed customer experience, digital innovation, and expanding connectivity across the Southeast. “Today, connectivity is an essential service. Our focus is on delivering that connectivity responsibly, equitably, and with a great experience across the country,” Cheatham said. 

What are the top priorities shaping your strategy for growth and customer engagement across Atlanta and the Atlantic South market?
Our top priority is delivering a world-class customer experience, that’s where it all begins. That is combined with delivering exceptional value to customers with our mobile, home, and other suite of products. 

AI plays a critical role in enhancing the customer experience and integrating services. It helps eliminate friction, which is essential to building customer loyalty. We want doing business with Verizon to be simple, regardless of the channel.

On the home side, we’re expanding broadband to bridge the digital divide. Reliable connectivity drives more value, and customers with both mobile and home services tend to be more satisfied and less likely to leave. On the innovation side, AI is already a key force behind many of our improvements.

How are you aligning business development, retail operations, employee experience, and customer engagement to build a unified, high-performing organization?
There is a consistent theme across everything we do: customer centricity. We start by understanding what customers want. Right now, they are looking for value, especially in this economic climate. They are also looking for a seamless experience, no matter where they interact with us.

To meet that expectation, we start with our employees. We invest in tools, training, and resources to make sure everything they do aligns with our customer-first mindset. That includes not only our retail teams but also customer service agents and digital support. We ensure our training and resources are clear, simple, and consistent across all fronts.

What this creates is a unified experience. Whether someone walks into a store, talks to an agent, or connects with us online, the goal is that it feels like one Verizon. We are also enhancing the employee experience through technology. Our investments help employees personalize service. For example, when a customer schedules a VIP appointment online or by phone, we know what they have been exploring on our site and can tailor future interactions to their needs.

We have reduced friction points through personalized offers powered by technology. We are also evolving our stores to meet new expectations, including self-discovery and immersive experiences through AR and VR.

Ultimately, it all comes back to our focus on customer centricity and staying aligned around that principle.

Years ago, mobile devices were a luxury. Today, connectivity is an essential service. Our focus is on delivering that connectivity responsibly and equitably across the country.

How are your digital and physical channels working together to create a seamless customer experience? 

A few years ago, we used the term “phygital” to describe how we were blending physical and digital. That integration is more important than ever. Roughly 80% of customers start their journey online and then complete it in-store through pickup, locker access, or same-day delivery. The connection between digital and physical channels must be seamless.

When customers enter a store, we need to know what products and services they might be interested in while visiting our website to ensure the experience continues without interruption. It is about recognizing their journey and helping complete it, simply and efficiently, and whether that means processing an order or suggesting additional relevant products.

We are also evolving our stores to deliver tech-friendly experiences to showcase content and services such as Verizon Home Internet. These experiences promote self-discovery and allow customers to explore in a more engaging way.

What role does 5G home internet play as demand for reliable connectivity grows? 

The need for reliable connectivity is growing fast. With population and infrastructure expanding across the United States, our role is to deliver that connectivity across all geographies from dense urban areas to rural communities.

Our fixed wireless access (FWA) product is key, especially for customers in rural regions who lack access to traditional broadband. Expanding FWA is essential to closing the digital divide.

The pandemic made this need even more urgent. Remote work, online learning, and telehealth became essential. Many in remote areas could not participate. That moment forced everyone to rethink the importance of equitable access.

Our mission at Verizon is to take the innovation and grit that define our organization and push it forward to solve this challenge.

What innovations beyond AI are you most excited about right now?
I think we are just beginning to understand the potential of AI, not only at Verizon but across the entire industry. Our goal is to lead in the space of conversational AI. That means using AI to create personalized, efficient experiences in every interaction.

One key example is back on June 24, we launched what we consider the most advanced app redesign in the industry. Alongside that, we introduced the Verizon Business Assistant, an AI-powered tool that helps customers manage their bills, prepare for international travel, and receive tailored recommendations. It also supports our in-store teams by improving how we respond to customer needs.

AI is transforming how we engage with customers, but it also improves our infrastructure and operational efficiency. Still, our focus remains on delivering value, resolving issues on the first try, and providing fast service. Most importantly, we work to balance digital tools with real human connection. That mix is essential.

How is Verizon working with local communities and small businesses to expand digital inclusion and growth?
Our Verizon Small Business Digital Ready program provides entrepreneurs with tools to grow their businesses, covering branding, marketing, financial management, cybersecurity, and customer engagement. In Atlanta alone, over 34,000 small businesses use the platform. We also host workshops and actively partner with local chambers of commerce.

We launched the platform during the pandemic to help entrepreneurs who were struggling. It is one of the efforts we are most proud of.

Another initiative that is personal to me is Verizon Innovative Learning. I have two young kids, and when I think about technology, I care about access and fairness. This program offers free STEM education to students, including 3D printing, coding, and more.

Just recently, we opened a new lab at Sylvan Hills Middle School in Atlanta. These labs give students hands-on access to real technology, and the impact is powerful. Students walk in and immediately see new possibilities. Teachers also benefit by gaining tools that enhance their instruction and expand the curriculum.

Nationwide, we have reached more than 8.5 million students with this program. Our work in Atlanta, in particular, is something I take personally.

What are your top priorities for the Atlantic South market in the coming years?

The biggest priority is still delighting our customers with a great customer experience. We are focused on removing any friction that gets in the way of that. Whether it is during a purchase, when interacting with our systems, or at any other touchpoint, we want the experience to be seamless and enjoyable.

I review customer feedback daily and pay special attention to the areas where we are not meeting our brand promise. Our goal is to address those gaps. That could mean improving training, simplifying systems, or making changes across the customer journey. We want customers to stay with us because the experience is strong, and the value is clear.

We are also focused on delivering for our converged customers. Connectivity, especially reliable home internet, is a top priority across the Southeast. Our fixed wireless access product helps bridge that gap. It connects people to their families, to opportunities, and to the world.

Atlanta is a key part of that strategy. I moved here from Chicago eight years ago. It is a tech hub, a center of population growth, and a source of incredible talent. We see it as a place where ideas and innovation take shape before scaling across the country.

There are also major enterprises based here, and we are committed to serving them with the same level of excellence. Atlanta is central to how we grow our business and fulfill our purpose, which is to empower people where they live, work, and play.

That purpose shows up in everything from supporting small business owners and local students to helping major enterprises power their future. We are not just delivering service. We are trying to make a meaningful impact in people’s lives.