BT holds onto customers with business intelligence

BT is developing and using advanced business intelligence systems to help keep customers as it faces increasing competition in the market and tackles regulatory pressures.

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BT is developing and using advanced business intelligence systems to help keep customers as it faces increasing competition in the market and tackles regulatory pressures.

The telecoms firm said it has put in place a rolling programme of business intelligence projects, largely developed using BI modules from Oracle, to improve parts of the business.

Most notably, in the past two years BT said it had made major developments in how it uses business intelligence to improve the effectiveness of its call centres in retaining and ‘upselling’ to customers.

Simon Griffiths, chief designer business intelligence and data warehousing at BT, told delegates at Butler Group’s Business Intelligence Symposium in London that in the past year BT had completed three major call centre BI projects. He said these were enabling its 15,000 call centre agents to quickly access key data and avoid the pitfalls of searching through the company’s 15Tb database of customer information.

One project, called Next Best Activity, had the goal of giving call centre agents clear guidance on what to offer customers who phoned in with queries or complaints. Since September of last year, BT has provided agents with a simple screen showing customer behaviour and suggesting sensible offers to upsell to customers or reasonable discounts to offer in the case of complaints.

“We have a difficult balancing act of selling customers what they want and making sure we sell what we need to ensure strong profit,” said Griffiths.

“This system helps our agents make those decisions and we’ve seen over a 10% increase in sales since implementing it.”

Customer Viewer, another key project, was implemented at the same time do reduce the number of customers BT was losing to rivals in the highly competitive consumer broadband market. The system provides agents with key customer facts and behavioural data in one system, avoiding the need for agents to have to run multiple windows on screen.

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