Customer First Marketing

As one of the largest telecommunications companies in the world BT is a leading supplier of telephony, broadband, and subscription television services in the UK. Since 2001 OgilvyOne’s role has been to help BT to acquire, retain, and upgrade customers across all their lines of business and products; Broadband, TV, Sport, Calls and Lines.

We deliver a full customer engagement service to BT, from defining new product launches (BT Sport) to managing highly segmented notifications to its 10million Broadband base. Using the key direct response channels both on and offline, we are driven to deliver weekly business sales and conversion targets whilst closely monitoring the campaigns and optimising their return to the business.

Using the full portfolio of BT products we take our customers on a journey to grow their value over time. A journey aimed at reducing churn, increasing customer satisfaction and deepening engagement with the BT brand.

As a result, we have developed a “Customer First” strategy to look at all their customer touchpoints in terms of both messaging and tonality in order to ensure that we are delivering the right product at the right time in the right way. Whilst the need to increase sales will always be imperative, we have initiated a shift to Customer First Marketing to focus communications around the Customer need rather than the Business imperative.