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Carol Leaman
CEO
Axonify
How BT uses microlearning
and gamification to transform
customer service
Customer service is important to most
businesses but for a telecom company - it is
absolutely critical. People simply aren't willing
to wait and since the market is a large,
competitive one, they don't have to.
BT Consumer is the division of British
Telecommunications Group responsible for
consumer fixed-voice and broadband
services. Determined to move ahead of a
highly competitive pack of telecom
competitors, it aims to offer a second-to-none
customer service experience.
As a first step, BT decided to survey its
customers. The results uncovered two
important facts. Firstly, clients want to speak
to contact centers located in the UK, and
secondly, they want their concerns dealt
with by the first advisor (and not be passed
on to others or called back).
BT responded by creating 2,200 new advisor
jobs locally and launched a 12-month
recruitment plan. This response triggered a
major challenge. Getting these new advisors
up to speed quickly while reduce callhandling time.
To achieve this, it set some ambitious goals:
• Improve customer service at every level
• Reduce customer callback by
equipping advisors to find a resolution
at first point of contact
• Grow advisor knowledge, confidence
and broaden skillset on a wide range of
products and services to reduce callhandling time
• Decrease new recruit onboarding time
so advisors could speak to customers
faster
It was obvious that BT would need a robust
training platform to allow its newly hired
advisors to hit the ground running. A
traditional training approach wasn't going to
cut it.
BT's previous training method centered
around four to five-week classroom
onboarding sessions for new hires. The
content was general and tended to focus on
the lowest levels, as generalized content
frequently does.
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