Brand analysis
Standing still in a table as competitive as the Telecommunications in the UK table is almost as bad as losing points. BT’s Overall Effort remains at 53 but the brand has fallen behind Three after it added +6.
At the end last year, BT announced that it would collaborate with AI solution Sprinklr to “enhances the EE and BT customer experience through conversational AI".
The brand’s previous investments in its Aimee virtual assistant has resulted in 60,000 conversation a week being handled using automation. How can BT develop this strategy further to continue to climb the table?