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BT

  Telecommunications in the UK

BT overall Effort Score: 51 BT vs 51 BT last quarter
Sector Effort Score benchmark: 49 BT vs 48 BT last quarter

Three pillars have dropped in score for BT this quarter, and one has remained the same wave on wave.

For example, BT’s Knowledge & Expertise pillar declined -2 points, from 54 to 52. Diving deeper into why this drop occurred, 2ppt fewer customers rated the knowledge of BT’s customer service agent that they interacted with. Furthermore, 43% – a 1ppt drop – felt the customer service agent understood their particular concern.

Style of Communication now has a score of 61, -1 point less than last quarter. This is likely due to only 45% (down from 46%) rating the politeness of BT’s customer service agents as ‘excellent’.

Its scores could see a shift next quarter, however, depending how it navigates the switch off of landlines in 79 areas in favour of a fast and more reliable full-fibre technology. This means BT will no longer be able to sell legacy deals to customers in areas that are affected.

Overall, these drop in scores has enabled the telecommunications company to maintain its Overall Effort Score of 51 wave on wave.

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Customer Effort in detail

Style of Communication 61 vs 62 last quarter

45% say the politeness of their customer service agents is 'excellent'

45% rate the ability to communicate with them in their chosen language (other than English) as ‘excellent’

Knowledge and Expertise 52 vs 54 last quarter

39% rate the expertise of the customer service agent as 'excellent'

40% say the way details were clearly explained to them was 'good'

43% rate how well the customer service agent understood their particular problem or question as 'excellent'

Understanding & Valuing the Customer 51 vs 50 last quarter

36% rate this brand as 'good' for how they made them feel valued/important as a customer

38% say the way they understood their needs was 'excellent'

39% say the range of solutions or options that were suitable was "excellent"

Speed Solving the Problem 44 vs 45 last quarter

37% rate how easy it was to find the information they wanted on the website/app as 'good'

40% rate how they were able to speak to a customer service agent that can help them with their query as 'excellent'

40% say they made it ‘very easy’ to achieve what they set out to do

ContactEngine sponsors the Customer Effort Index

ContactEngine believes that a great customer experience is an effortless one, where life is made as easy as possible for the customer. ContactEngine commissioned the Customer Effort Index to measure how real people perceive the effort it takes to be a customer of some of the leading brands in the world. By enabling a comparison of effort not only within an industry, but across industries, we can identify and learn from the brands who lead on making it easy for their customers to do business with them.

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