AT&T Chief Executive Officer John Stankey said the U.S. wireless company will pursue a “multi-year effort” to improve its reputation with customers.

John Stankey, speaking at Goldman Sachs’ Communacopia conference, said he was not satisfied with AT&T’s current brand image and added the company is not currently perceived by customers as “being the best in all cases.”

AT&T has so far achieved $2 billion in cost efficiencies out of its goal of $6 billion, which the company is investing back into its business, John Stankey said.

AT&T CFO Pascal Desroches last week said AT&T’s strength in wireless has been supported by the its outstanding network quality. AT&T has the Nation’s Best 5G Network and, for the fourth straight year, America’s Best Wireless Network overall.

In addition, as most recently indicated by AT&T’s second-quarter 2021 results, its revamped go-to-market strategy has enabled the company to both reduce churn and improve industry flow share, yielding materially better postpaid phone subscriber net adds, Pascal Desroches said.

Pascal Desroches indicated that the company remains confident in its ability to achieve its adjusted end-of-year incremental customer locations passed target in the 2.5 million range. AT&T has experienced some disruption in its supply chain. AT&T aims to achieve its long-term guidance for 30 million locations by the end of 2025.

AT&T expects annual revenues to grow at a low single digits CAGR4 from 2022 to 2024 with annual adjusted EBITDA5 and adjusted EPS6 growing at a CAGR in the mid-single digit range.