Spotlight On: Jerome Cheatham, Retail Vice President, Atlantic South Market, Verizon Consumer Group

December 2025 — In an interview with Invest:, Jerome Cheatham, retail vice president for the Atlantic South Market at Verizon Consumer Group, discussed how Verizon is advancing customer experience, retail innovation, 5G coverage, and community investment across Nashville. “Connectivity is a basic utility for our customers,” he said.

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What changes have most significantly shaped Verizon’s strategy in the Nashville market?

Our strategy in the Nashville market is shaped by two main focus areas: relentlessly improving our customer experience and growing our converged (mobile and home) customer base.

We are focused on eliminating friction points and delighting our customers to earn their loyalty, making the experience seamless regardless of whether they’re visiting us in person, talking to a representative on the phone, or visiting our website.

We know that when customers have both our mobile and home services, they are more satisfied and stay with us longer. This strategy is increasingly fueled by AI and technology to enhance how we deliver the best customer experience.

Locally, this includes continued investment in our retail footprint in Nashville focused on upgraded store designs with new fixtures and furniture for our customers.

We are also continually investing in the community. We are proud of our partnership with the Tennessee Titans, including as a Cornerstone Partner in the new Nissan Stadium, and our local community efforts with Nashville Metro Parks and Recreation. In 2024, Verizon supported the opening of technology labs at McFerrin and Coleman Park Community Centers.

How is Verizon adapting its consumer services and retail footprint to meet shifting demand?

We are consistently evaluating our store distribution in the Nashville area and making changes based on the needs of our customers to meet them where they want to be. We are adapting to critical shifts in consumer behavior, particularly the focus on value, the demand for a frictionless customer experience, and the view of connectivity as a basic utility.

Our brick-and-mortar stores remain at the heart of how we engage with customers, and we are blending the digital and physical elements to create a seamless and immersive experience. This includes offering the convenience of many fulfillment options, such as in-store pickup or locker pickup for digital orders.

For customers who want to experience products, we are bringing in immersive AR/VR technology and displays that allow them to self-discover at their own pace.

How is Verizon making its 5G and home internet stand out in a competitive market?

Our commitment to network excellence is a core part of who we are as a company and we are demonstrating this in Nashville with significant local investment.

To keep up with population growth, Verizon has invested tens of millions in the past three years to grow our technology and network in Nashville. We now cover 95% of the 2.1 million POPs (points of presence) with 5G technology, which is supported by more than one thousand miles of fiber in the area.

Our 5G and home internet services stand out by providing a new, reliable solution in areas that may not have had a strong incumbent broadband provider.

A key reason customers choose us is the exceptional value and flexibility offered through our myPlan. This allows them to build a plan that bundles their mobile and home internet, creating a simple, combined bill. Furthermore, while streaming rates continue to rise, myPlan provides significant savings by allowing customers to add services like Netflix, Max, and Disney+ at locked-in, discounted rates. The more services our customers bundle, the deeper their savings become, offering them predictable value they can count on.

In what ways is Verizon tailoring its customer experience to reflect the distinct demographics and lifestyles across Middle Tennessee?

Verizon is combining the power of AI with the experience of our local sales professionals to provide exceptional, tailored service to every customer. AI helps our sales teams understand each customer’s needs and present relevant solutions to meet those needs. At Verizon, we continue to focus on customers’ needs and meet them where they are.

We have customers who have done their research and prefer to do their shopping online with no employee interactions. For them, we have both shipping and express locker pickup available. For those who would like to consult the experts and buy in person, our sales professionals are there to deliver a full solution. We have a relentless focus on exceeding customer expectations, meeting them where they are with the tools they need, and providing solutions that help them be more productive.

On a national level, we aim to have the best deployed conversational AI tools in the world to enhance customer interactions. A key part of this was a complete redesign of our app, which included the launch of the VZ Assistant, an advanced AI tool. This technology can help customers understand their bill or set up international roaming simply by asking.
We are applying AI across the board to build a better network, market more effectively, and personalize offers to create a better, more tailored customer experience.

How is Verizon making sure its services in Nashville stay both affordable and reliable as customer expectations keep rising?

We ensure affordability and choice by providing a variety of plan offerings, allowing customers to select the level of service that best fits their needs and budget.

To provide peace of mind, we launched a program that includes a three-year price lock guarantee for new and existing customers on our myPlan, a free phone guarantee, and access to savings on streaming services like Netflix and Max.

We are also enhancing reliability and service through national initiatives like our “Project 624” launch. Named for its launch date, 6/24/25, this project enhances the customer experience by revamping our app, assigning dedicated experts to tackle complex issues, offering 24/7 live support with expanded hours, and using cutting-edge AI to support it all.

How is the current economic climate shaping the telecommunications landscape in the region, and how is Verizon responding?

The current economic climate, including inflation, has led to a critical shift in consumer behavior, with a strong focus on value. We see customers, driven by economic uncertainty, holding onto their devices for longer periods and seeking budget-friendly options.

At the same time, the landscape is shaped by rising network demands from video and AI, which require massive, low-latency capacity. Our strategy is to respond with intelligent investment, not just building more but building smarter by aggressively deploying fiber and 5G assets while using AI to manage traffic efficiently.

In this hyper-competitive market, we are also responding to rising customer expectations for a personalized, effortless experience by differentiating on the total relationship, bundling mobile, home, and entertainment to become an indispensable part of their digital life.

What community engagement, small business support, and tech education efforts are underway or planned for Nashville, in line with Verizon’s approach in other Southeast markets?

Community Engagement: Verizon is proud to be the Exclusive Wireless Telecommunications Provider and a First Cornerstone Partner in the new Nissan Stadium, which is scheduled to open in 2027. We will provide state-of-the-art technology and wireless solutions to keep fans connected. Through this partnership, we have offered customers exclusive access via Verizon Access, including stadium tours and game day experiences, as well as sweepstakes for tickets and meet-and-greets.

Small Business Support: Verizon supports small businesses in Nashville through our Small Business Digital Ready platform, which is a free, online resource available to any small business owner. This platform provides over 50 free courses on topics like marketing, financial planning, and AI integration, as well as networking and grant opportunities. There are 1,900 small businesses in Nashville and over 6,800 across Tennessee using this free platform.

Tech Education Efforts: We are deeply committed to digital inclusion through our Verizon Innovative Learning program. There are 17 Verizon Innovative Learning schools across Tennessee, which receive free technology, tech-infused lesson plans, and a dedicated technology coach. Additionally, there are four Verizon Innovative Learning Labs in Tennessee, representing a nearly $1 million investment per lab, which provide free access to advanced technology like AR/VR, 3D printers, and robotics. We also offer the Verizon Innovative Learning HQ, our free online hub for tech-infused curriculum, which is used by 79 teachers in Nashville and 356 in Tennessee.

Looking ahead to the next three to five years, what are your strategic priorities for the Greater Nashville area?

Our strategic priorities start with ensuring that we are delivering the best customer experience in the industry, as we know connectivity is a basic utility for our customers. This includes continuing to invest in our network to remain the most reliable connectivity provider in America. It also involves continuing to hire and train our people so they are equipped to deliver a world-class experience with every interaction.

Finally, a key priority is accelerating convergence, which means prioritizing the profitable growth of our core mobility and broadband subscription businesses.

In the Greater Nashville area, this means we will continue to show up for the community with our local presence. We will consistently evaluate Nashville and the surrounding areas to ensure we are precisely where we need to be to serve our customers and deliver this best-in-class experience.

Want more? Read the Invest: Nashville report.