BT: Call centre email tool

Crayon

THE TEAM

Will Green - Senior Account Director
Chris Michael -Technology Director
Darren O'Neill - Senior Developer
Richard French - Managing Partner

WHAT IS WONDERFUL ABOUT THIS WORK?

We created a dynamic, modular email tool to enable BT call centre advisers to follow up customer enquiries with a summary of relevant offers, in a brand-consistent way that drives them to purchase online. The average conversion rate was over 6%, beating the target over 2.5 times. The campaign also raised advocacy levels by 435% and reduced average call times by 8%.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?

The broadband, phone and TV market is relentlessly competitive and fast-paced, encouraging consumers to shop around - so when you get a customer on the line you need to make it easy to choose you. Over 50% of callers to BT need further time to consider or need a migration code from their existing provider before they can switch. Plus BT advisers are a valuable resource, having only 30 seconds between each call. Any solution had to involve minimal disruption to advisor productivity, be easy to implement and integrate into their order processing tool (Agent.com). What's more, when ready to buy, customers must be encouraged to complete their transaction online. We had to satisfy the different internal and external pressures, creating a personalised customer experience, a simple one for the advisor and a positive and consistent experience of the BT brand - all with minimal impact on existing systems.

HOW DID CREATIVITY BRING THE STRATEGY TO LIFE?