BT | Early Life
create the future workshop
To redesign the BT "Early Life" experience to be customer-focused and ultimately reduce churn within the first 60 days.
BT is an extremely product-focused and silo'ed organisation, resulting in customers having to interact with a multitude of channels and touch-points. With this, BT have become reactive with their customers, only able to solve problems if a customer actively complains. However, with a long chain of command it takes time to get any issue- big or small- resolved. We discovered that within the first 60 days- the "early life"- of becoming a BT Broadband and/or TV customer 17% customers would cancel or switch to a competitor brand.
HANNAH STEELE, SEAN MCHARG, MARCUS REYNOLDS, joE McGLYNN, JO BOYDEN, ROB CURRAN, CATHERINE CHAPMAN.
CO-SERVICE DESIGN LEAD
YEAR: APR - JUNE '17
We conducted an initial discovery in order to build a business case to research and co-design a new on-boarding experience with BT customers.
The team at Wunderman spent 4 weeks working within BT centre. We conducted stakeholder interviews across the business in order to draw upon the BT expertise and existing knowledge. We also completed a deep-dive into the current analytics which uncovered some new insight, as well as gaining perception on broadband and TV drivers from some broad market research.
At the end of the 4 weeks we developed 9 hypotheses within 2 categories: organisational and customer impact, and 6 immediate actions that would shape our business case and Service Design investigation and methodology moving forward.
Aligning Stakeholders and Gaining Project Buy-in
We developed an engaging workshop to gather key stakeholders from around the business to align on the Early Life problem(s), to take ownership and to develop a disciplinary team plan.
The workshop was conducted over 2 days at the Wunderman office in London. Workshop exercises included:
- Research Playback: What are our initial hypotheses and rationale?
- Defining the Scope: Where does Early Life start and end?
- Experience Propositioning: What is the future of Early Life?
- Documenting possible 'Immediate Actions': What could we fix now?
- BT Brand Values: What does personal, simple, brilliant really mean?
- Brand x: Translating brand values into tangible experiences
- Developing the Ideal State for the Early Life experience
Developing the Ideal State
The workshop concluded in stakeholders from BT and the Customer Experience team from Wunderman co-creating an "ideal state journey" for the Early Life experience. The CX team had developed a bespoke toolkit for this exercise, including emotion and data labels, key journey step and challenge cards, and thought and speech bubbles. This toolkit encouraged all delegates to think about what the customer and business should be doing, thinking and feeling in every step of the experience without thinking of the current barriers. This exercise was extremely important to kicking-off a Service Design approach within BT. The ideal state would act as our "north star", to challenge how the business acts and thinks, and then to compare what the business believes to be a personal, brilliant and simple experience against what their real customers need and desire.
The workshop was just the start of the Early Life project, we know needed to get out into the field and prove, or disprove, our customer hypotheses. However, taking time at the start of the project was important in order to get key teams within an ordinarily silo'd business out of their BAU work-streams and to agree that the current experience does not serve the customer or meet their needs as a Broadband and TV provider. It ensured that the business had sight of the same key challenges, to agree they didn't know enough about their customers and to get buy-in from each team (including Digital, CRM, Early Life, and the Operations teams) to conduct a Service Design approach to redesigning the on-boarding experience right.
We were then able to develop a design research and ethnographic approach to research, most of which was new to BT, in order to investigate the Early Life experience in detail. The approach included; Contextual Interviews around the UK, Cultural Probes, Mobile Ethnography, Digital and Physical Walkthroughs and Engineer Ride-alongs.