Brand analysis
It’s another quarter at sixth in the Telecommunications in the UK table for BT.
The brand’s gradual descent down the table appears to have stopped, for now at least though. It ranked fourth in Q2 2024 before dropping two places during the second half of last year.
This wave, BT has added +1 to its Overall Effort Score following growth in three of the CEI’s four pillars. Only ‘Knowledge & Expertise’ remained static wave on wave at 52. BT should focus on how it clearly explains the details to customers to grow its score here.
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.
