Customer satisfaction is at the heart of
BTís strategy and is a part of everything we do. Weíre
committed to listening to our customers, both through our
millions of day-to-day interactions with them and through one of
the largest customer research programmes in the UK.
More than 2,000 residential customers and
a similar number of our smaller business customers every month
get the chance to tell us what they think of us, and we have a
monthly tracking survey of our major corporate customers.
Listening to our customers has helped us
understand what they want from us. And what they want from us
couldnít be clearer:
- we must be easy to contact
- we must keep them informed (we shouldnít
need to be chased)
- we must take ownership of their issues
and champion their cause
- we must live up to the commitments we
make to them. Itís as simple - and as tough - as that.
Customers have the right to expect the
same levels of service from all parts of BT; itís our job to
deal with issues of organisation and overlap, not theirs. We can
only achieve this by ensuring that all parts of BT are aligned
to meet customer requirements.
We see excellent service as a chance to
get on the front foot with our customers. For example, we call
our HomeMover package customers two days in advance of their
move, and on the day itself, to make sure everythingís OK.
We donít always get it right, but weíre
determined to reduce to a minimum the number of times we get it
wrong. And thatís why BT has set itself a customer service
challenge to reduce customer dissatisfaction levels by 25% every
During the year, we beat that target by
delivering a 37% reduction in customer dissatisfaction with BT
overall. All areas of the business improved satisfaction levels,
with particularly significant improvements among our
international and wholesale customers. And, in most areas of
business, satisfaction with BT is well ahead of satisfaction
with our competitors.
We believe that personal accountability,
backed by efficient systems, will deliver the right customer
experience. But it doesnít really matter what we think. In the
end, itís our customers who will decide whether or not weíve