Improving customer satisfaction remains
a significant challenge – one that we need to rise to if we are to maintain
long-term, mutually rewarding relationships with our customers. This is why
our aim in the 2007 financial year was to increase the number of customers who
are ‘very’ or ‘extremely’ satisfied with BT by 5%, at the
same time as maintaining the improvements in customer dissatisfaction levels
we had achieved in previous years.
In the
2007 financial year, the average score for customers who were ‘very’
or ‘extremely’ satisfied was around 3% higher than in the 2006 financial
year; levels of dissatisfaction remained the same.font>
Understanding what drives satisfaction is crucial to delivering improvements that will sustain loyal relationships with our customers. During the 2007 financial year, for example, we recruited additional call centre staff and improved our repair and call handling performances. In addition, we launched a number of new
services, products and pricing changes designed to improve customer perception of the value for money we offer and how we account manage our relationships with them.
Much of our training and development activity remains focused on removing any barriers to the delivery of excellent customer service. Our core people engagement initiative, the ‘my customer’ programme, aims to enable all BT people to deliver great customer service through teamwork.
Looking forward, we aim to drive further improvements through a relentless focus on customer service measures including ‘right first time’ (keeping our promises) and ‘cycle time’ (the speed at which we deliver service).
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