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Case Study

BT achieves world-class, personal lifecycle management

  • Following an acquisition, BT needed to integrate processes and data from two organizations
  • Implemented a single, real-time decisioning brain across all channels
  • Simplified and streamlined the decisioning process, replacing 17+ versions of a tool

"Thankfully, we made the right decision and we chose Pega for both brands…So a single, real-time decisioning brain powering the decisions across the two brands and multiple channels."

The Business Issue

BT is on a quest to provide brilliant digital and in-person experiences everywhere at any time. To deliver on this vision, BT has been investing in the digital space. After BT acquired EE, the communications service provider needed to connect the dots – not just between channels, but across two different organizations with disparate processes and technology tools.

BT sought to use customer data to make the best decisions. This would require connecting data from multiple sources, including real-time data, previous interaction data, offline data, and propensity and predictive analytics. From there, the company would have to harness the data to provide its customers with seamless, omni-channel experiences.

The Solution

BT wanted to provide both agents and users with a simple and streamlined process. With multiple CRM systems, this meant that BT would have to integrate all systems to simplify the underlying complexity of the decision-making process. By implementing a single, real-time decisioning brain to power decisions across BT and EE and multiple channels, the organization could feel more confident that customers were receiving the best experiences, no matter which channel they chose to interact through. Using Pega solutions, BT has also shifted responsibility into the hands of the business users to put customer needs at the center of decision-making.

The Results

  • Replaced 17+ different versions of a decisioning tool across different channels with a single brain that powers decisions across all channels
  • Simplified and streamlined the process of customer interactions, reducing the need to switch between 100+ applications
  • Empowered business users to engineer their own solutions without relying on IT
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Desafío: Servicio al cliente Industry: Proveedores de servicios de comunicaciones Área de producto: Customer Decision Hub
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