CASE STUDY: BT

Industry: Financial Services

Challenge: Post rationalisation

Unravelling the complexity of people

Investment decisions are the classic scenario of emotional influences being post-rationalised
as sound logical thinking.

The challenge is always to gently bypass people’s tightly held perception of their rational behaviour –  to seek deep understanding of  dimensions like trust, confidence and control.

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Solving problems

Via a deep understanding of the different needs of different customer segments, expressed in a simple model.

designed to engage people across different business units, to deliver a better customer experience.

Creating opportunities

This framework revealed opportunities for BT to fundamentally change the way they service different customer segments…

…with significant implications across the business – from product, to communication, financial planning tools, and the fundamentals of positioning the BT brand.

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