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.
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.
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.