Opportunity

The introduction of the inaugural AI initiative within BT, EE, and Plusnet presents a remarkable opportunity. This initiative aims to foster a resilient community, leveraging User-Centred Design (UCD) principles and AI innovation to drive forward-thinking endeavors. By focusing on growing the Tribe and embracing AI-driven Channel Shift strategies, there's a clear pathway to mitigate reliance on traditional customer support approaches and propel the self-service experience towards managing diverse user intents effectively.

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Challenges

Navigating the early stages of our project presented formidable challenges, exacerbated by our lean team and the constraints of limited resources and tight schedules. Meeting deliverables became a paramount mission, prompting meticulous budget planning to align capabilities with our overarching vision. Additionally, the absence of adherence to User-Centred Design (UCD) principles posed a significant hurdle. Initially, my role was misperceived as solely a validation resource. Recognising the imperative for corrective action, I spearheaded efforts to guide the team toward embracing UCD methodologies, fostering collaboration to establish more effective workflows. Throughout this process, I emphasised the tangible value of design and championed the adoption of design thinking as a means to unlock untapped opportunities.

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Outcome (recorded over a three month duration*)

Channel containment

29% from 11%

CSAT

58% from 31%

Intelligence

58% from 39%

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