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Client

BT

Client

BT

Project

Delivering Omnichannel Visions

Industry

Telecommunications

Services

Customer Experience (Cx)

Experience Management

Innovation

Strategy and Consulting

Background

BT is one of the world’s leading communications services companies. Operating in over 180 countries and the largest provider of fixed-line, broadband, and mobile services in the UK, the company also provides subscription television and IT services.

Brief

With evolving customer demands and an increasingly competitive market, BT engaged our team to define a future omnichannel experience that would ensure exceptional interactions, no matter where and when customers engaged with the brand.

Goals

Create the vision for future omnichannel customer experiences and define the roadmap that directs implementation. Reimagine the delivery process to ensure de-siloed, continuous service across all customer touchpoints. Determine the tech stack that drives a constant data flow across channels.

Challenge

BT was a siloed organization which led to fragmentation across customer channels. Their lack of a channel-agnostic culture meant inconsistencies in experience delivery and variations in service design.

Solutions

We conducted a current state analysis that leveraged existing and proprietary research to prioritize customer needs across the end-to-end journey. To foster collaboration and opportunity identification, our team facilitated an Innovation hack for over 60 BT stakeholders across 8 business units.

Outcome

We developed end-to-end omnichannel journeys that were used to envisage a future-state experience. With BT stakeholders, over 100 omnichannel opportunities were identified and prioritized to create an integrated roadmap.

Long-Term Value

Our work led to a barrier-free frictionless customer experience that dynamically updates with contextual real-time data. This allows BT to deliver brand consistency and personalized service experiences across every channel.