BT started its customer experience transformation journey in 2007 to measure its customers’ experience and provide ongoing analysis and feedback. The initial assessments uncovered a number of customer experience challenges that required significant focus and attention to address.
A comprehensive series of programmes and governance was put in place under the overarching principle ‘Right First Time’. BT created dashboard metrics and appropriate governance structures to allow business information to be accurately extracted and reported to the Senior Leadership Team on a quarterly basis. This allows BT to determine priorities, allocate resources appropriately, design relevant training programmes and set challenging but realistic timelines for delivery.
Certification programmes at the business level were undertaken and achieved including ITIL (service management), PRINCE (project management) and ISO certifications. Working collaboratively with its major customers, BT put in place Account Development Plans (ADPs) which are now being extended right across the business customer base.
To encourage greater participation and ownership of customer experience, BT introduced the Challenge Cup Competition, which allows teams to initiate customer experience projects which get evaluated and, where relevant, adopted across the business.
The feedback from the assessments delivers timely, actionable information which can be quickly turned into projects the business can implement. It also provides quantifiable measures on what is working for customers and what isn’t – and where new or additional work is required.