Get off the phone! From 'fluffy' to data-driven - how BT Group is managing its journey to an omni-channel CX balance

BT is one of the best known businesses in the UK, for better or worse. Whether you’re a paying customer for one of its services or not, almost everyone in the UK has interacted with BT at some point in their lives. As Lee Frankham, Digital Product Director at BT Group, notes:

We're a very big business, but a very old business, £20 billion market cap. The consumer side of the business i across three primary channels, digital, which I look after as the product director for digital, and all the design teams as well. We have a big retail estate of 500 stores now, and a big call center business as well, serving predominantly telco at the moment.

The biggest network in the ground is BT, obviously, and EE is the biggest mobile network in the UK. So looking after both of those things and trying to ...