CASE STUDY – BT
Challenge: ‘With an existing customer framework that was behaviourally focused, BT needed to understand the motivations and fears that drove their customer’s financial decisions
WHAT MATTERS TO PEOPLE?
A deep understanding of the dimensions of trust, confidence and control… and how these impacted their financial decisions
WHAT DOES THIS MEAN?
This emotional framework revealed opportunities for BT to fundamentally change the way they serviced different customer segments
WHAT TO DO ABOUT IT?
Significant implications across the business…from product, to communication, financial planning tools, and the fundamentals of positioning the BT brand