Brand analysis
It’s been a positive three months for BT as the brand adds +1 to its Overall Effort Score wave on wave.
It’s not quite enough to muscle into the top five, but with just two points in it, that could all change in future waves.
A closer look at the the component pillars tells an even more positive story. All four are up vs the last quarter, with Style of Communication and Speed of Resolving Problems up by +2 and Valuing the Customer and Knowledge & Expertise up by +1.
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. This is a strategy that appears to be paying off as far as the Customer Effort Index is concerned.
