BT - Kaizen and the art of continual improvement on BT.com

Iain Preston, Magnus Laarson and Jen Clapton

This paper tells the story of how a bold change in creative design approach delivered dramatic improvement in sales conversion and return on investment in a time of declining budgets and traffic for BT.com.

BT – Kaizen and the art of continual improvement on BT.com

Principal Authors: Iain Preston, Magnus Laarson and Jen Clapton – LBi

Contributing Authors: Peter Georgopoulos – BT; Charles Osborn – LBi

1.1. WHY IS THIS STORY IMPORTANT?

This paper tells the story of how a bold change in creative design approach delivered dramatic improvement in sales conversion and returns on investment (ROI) in a time of declining budgets and traffic. It demonstrates how the embracing of this new approach has made it possible for BT.com to progressively and continually evolve, meet customer’s needs, and make good on the brand...

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