 |
|
BT
has been capturing the imaginations of customers,
shareholders, analysts, suppliers and employees
around the
world. We’ve done this by embracing change.
By demonstrating
not only that we can thrive on it, but that we
can help our
customers thrive on it as well. We’ve done
it by proving that
when it comes to modern communications, the possibilities
really
are endless. And we’ve done it by being a
company that is driven
by its customers, shifting power and choice to
them.
|
| . |
KEEPING
BT AHEAD OF THE GAME
BT is barely
recognisable as the company it was five years ago.
Five
years ago, we were primarily a UK lines and calls business;
today we are offering communications possibilities that
no one had even thought of back then to customers in
170 countries.
Possibilities
that really do enable them to lead fuller lives and
run more profitable, innovative businesses.
In
a very short time, we’ve gone from a narrowband,
fixed-line communications business, to a broadband company
harnessing the power of modern networks to help our
customers communicate anywhere, any time, using whatever
devices they happen to choose.
We’ve
brought levels of choice and control to our customers
at home, at work, or out and about, that would once
have seemed impossible.
.................................................................
Helping
some of the
world’s
largest companies
and
organisations serve
their
customers around
the
world
..................................................................
Who would have
thought five years ago that BT would be offering next-generation
digital TV over broadband? Our BT Vision service enables
customers to watch what they want when they want –
without having to pay a monthly subscription.
Who
would have thought that our customers would have been
benefiting from intelligent, seamless fixed/mobile communications
– like BT Fusion – at home, at work or in between
– chatting, swapping data, surfing the internet,
doing business?
Who
would have thought that we would be helping some of the
world’s largest companies and organisations do business
and serve their customers around the world? Who would
have thought that geography would be history and time
irrelevant?
But
the thing about transformation, however radical and however
successful, is that there is no end point. No moment at
which you can sit back and think ‘job done’.
Even
when we hit five million broadband connections in 2005
– more than a year ahead of schedule – there
was no time to take it easy. Today, that number is around
11 million and climbing.
Our
broadband success sums up the type of company BT is becoming.
A company that goes the extra mile, that rallies behind
its goals, that finds ways of meeting its customers’
needs – locally, nationally, internationally and
globally.
FROM
OUR TIME TO YOUR TIME
Nothing is more
important than offering a great customer experience first
time, every time. It differentiates BT from the competition;
it is what the BT brand stands for.
Excellent
customer service can only be delivered in ‘customer
time’ – the time that customers want. Quite
rightly, customers have no interest in, or patience with,
‘our time’ – the time it takes our systems
to make it happen.
Meeting
customers’ needs in customer time is vital to proving
that we understand them, share their priorities and enthusiasms,
and really do put them first.
This
type of ‘real-time’ customer experience is best
delivered by software. In the future, BT’s services
will increasingly be based on software – designed,
delivered and updated remotely by computers over broadband
networks. These services will be faster, more innovative,
reliable and simpler to use – often delivered by
the push of a button.
These
software-driven, networked IT services will be delivered
over our global twenty-first century broadband network.
We
have set ourselves the target of becoming number one for
customer service within two years. To ensure that we continue
to think and act in customer time, two measures will apply
throughout the company and keep everyone focused. First,
we will measure how successfully we get things ‘right
first time’. Second, we will measure the improvements
we make in the ‘cycle time’ – the time
between the start and end of any customer experience.
OPEN
ORGANISATION, OPEN MINDS
It is vital
that BT is an ‘open business’ with an open
mind.
We
are open to new ideas and new ways of doing things.
We are working with suppliers, industry partners and
others with a single, compelling objective – to
get the best possible services to our customers around
the world as quickly as possible.
Customers
don’t care about whether any given service was
designed by W, manufactured by X, delivered by Y and
billed for by Z. They care about what it can do for
them – whether it makes life easier or a business
more profitable.
CITIZENS
OF A GLOBAL VILLAGE
All our customers
– private individuals, families and large corporations
– are increasingly thinking and behaving like global
citizens. They want the world on their PC, laptop, or
hand held device. And they want to be able to organise
themselves and do business, build markets and win customers
as and where it suits them.
................................................................
A
truly global software-
driven
services company
................................................................
And meeting
their global needs means ensuring that we really do understand
them, that we really can get inside their heads.
For
consumer customers, global communication means being able
to keep in touch and access information whether they are
in York or New York, Mumbai or Rome.
For
modern organisations, global communication means the opportunity
to take advantage of the best resources and talents wherever
they are located.
We
aim to become a truly global software-driven services
company, with a great global brand, helping our customers
get the best from globalisation.
It’s
a fantastic opportunity and one that BT is seizing with
both hands.
In
recent years, we’ve acquired a reputation for winning
and delivering complex, large-scale networked IT services
contracts.
Our
extensive global network enables us to serve customers
in all the world’s key commercial centres –
either directly or through partnership arrangements.
Major
contracts in the 2007 financial year included a deal with
Dutch electronics giant, Philips, to provide data, voice,
conferencing and mobile services in Europe, the Middle
East and Africa, and a deal with PepsiCo to manage a portfolio
of advanced services covering more than 900 locations
in over 60 countries.
Our
services are helping organisations meet the needs of their
own customers wherever they may be.
THE
RIGHT PEOPLE FOR THE RIGHT JOB
Strategies and
plans cannot, of themselves, deliver the kind of transformation
that BT is experiencing and that we are going to have
to accelerate in the future. Only people can do that.
That’s
why it’s so important that our workforce is just
as much a global community as our customers.
Our
customers are a cross section of society – they encompass
a huge range of nationalities, as well as social, cultural,
political and personal orientations. In order to reflect
that diversity, we are recruiting the brightest and the
best from around the world.
BT
people have already shown what they are capable of; and
there’s a lot more where that came from.
The
job of every person who works for BT is what it always
was: to ensure that everything they do every day is done
for all our customers around the world. Only now, they
have to do it quicker than ever before, in more innovative
ways than ever before and more seamlessly than ever before.
I
have no doubt whatever that they will do just that.
Ben
Verwaayen
Chief Executive
16 May 2007
|
