KNOWLEDGE-POWERED CUSTOMER SERVI CE TRANSFORMATION AT EE WI TH EGAI N

HELLO

David WalkerHead of Customer Technology & InnovationCustomer Service, EE

We’re EE – t he UK’s biggest and f ast est net work.

Let me t ell you who we are...

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EE, part of the BT Group, is the largest and most advanced digital communicat ions company in Britain, delivering mobile and f ixed communicat ions services.

EE has approximately 553 retail stores, and services more than 31 million connect ions across it s mobile, f ixed and wholesale networks.

EE runs the UK's biggest and fastest mobile network, pioneering the UK's f irst superfast 4G mobile service in October 20 12 and is the f irst European operator to surpass the 14 million 4G customer landmark. EE's 4G coverage today reaches more than 95% of the UK populat ion, with unique double speed 4G reaching 75%. EE’s 2G coverage reaches 99% of the populat ion while 3G reaches 98%. EE's superfast f ibre broadband service covers around 80 % of the UK populat ion, and ADSL broadband service covers 98 .7% of the populat ion.

A brief hist ory of EEFrom Bristol and Borehamwood to the whole of Britain

EE was formed in 2010 following the merger of Orange and T-Mobile in t he UK.

T-Mobile began as Mercury one2one, founded in Borehamwood in t he early 90s. It rebranded as one2one before purchase by Deutsche Telekom in 1999 and rebranded as T-Mobile.

Orange was founded in Bristol and in 1996 became the youngest ever company to enter t he FTSE 100 . It was acquired by France Telecom in 2000 , and bought Wanadoo to add f ixed broadband services alongside the mobile of fering.

We have invested more than £15 billion building Brit ain’s biggest and best mobile network.

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OUR UK FIRSTS

Commercial mobile

payments

HD Voice

Consumer shared plans

WiFiCalling

Picture messaging

4G and LTE-Advanced

mobile network

EE: The Biggest and Best Net workThe world’s fastest 4G rollout

- The UK’s f irst 4G net work

- 4G in more than 60 0 cit ies and large towns, more than 6,0 0 0 small towns and villages, and 95%+ populat ion coverage

- Expanding 4G coverage by 2,0 0 0 sqm per month

- More than 14 million 4G customers

- The UK’s biggest 3G net work

- DC-HSDPA covering 80 % of the populat ion

- 3G HSPA+21 across 98% of the populat ion

- Invest ing £1.5bn over t hree years t o 20 17

EE Customer Service Overview

6In-house

sites

10 kAdvisors

P artners in UK,

Ireland & India

CUSTOMER SERVICE TRANSFORMATION WI TH EGAI N KNOWLEDGE

1 The Challenge – Why?

2 What we did & what we delivered

3 R esults

4 What we learned

5 What’s next?

VARIATION IN PERFORMANCE

THE CHALLENGE #1

PERFORMANCE IS A MI XTURE OF PEOPLEAND PROCESS

Is it t he people –

…delivering great service regardless of process . . .

Is it t he processes –

…delivering great service regardless of person . . .

WHAT IS PEOPLE?

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Range in performance:

OUR BEST PEOPLE CAN CRACK IT!

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Quart ile 1

Quart ile 4Quart ile 3

Quart ile 2

4 KNOWLEDGE TOOLS

THE CHALLENGE #2

The Challenge – We had 4 Knowledge Tools

Orange Diagnostic s E E (P hase 1)

Orange KnowledgeT-M obile Knowledge

Top Tools

Content Topic

The Challenge – 4 knowledge tools

4 Knowledge tools

- 10 % consistent usage of knowledge

- Inconsist ent

- Tick sheets for cont act reasons

- Over 20 ,0 0 0 art icles

Why eGain?

• P roduc t capabilit ies.

• Desire to work with us to realise our ambit ion.

• Collaborat ion and f lexibilit y to align as we grow.

1 The Challenge – Why?

2 What we did & what we delivered

3 R esults

4 What we learned

5 What’s next?

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Inspired by the N HS triage proc ess…. We c annot af ford to get it wrong…

Guided Help Knowledge in Customer Service

We c alled it

ALBERT

Guided Help Knowledge – Key Features

• Key cust omer and device inf ormat ion passed into Guided Help.

• Abilit y to pause Guided Help and then resumeat a later point .

• Saving of the Guided Help session summary t o CRM.

We start by choosing the key reasons for contact

Pre-answering questions – using what we know…

What we present to the advisors

New Advisor Feedback Loop - N ot right? Tell us..

Feedbac k

Content Team Assessment

Content Updated(S mall/M edium

change)

R esponse sent within 24 hours.

Knowledge Usage

What we deliveredRoll Out & Training • Deployment and t raining to over 10 ,0 0 0 advisors and over 50 0 retail

stores.

Knowledge Cont ent • From over 20 ,0 0 0 individual art icles to 10 Guided Help case bases.

• Complete overhaul of knowledge content adhering to standards.

• Clear content ownership and accountabilit y.

• Single Knowledge content team.

Aut omat ed Cont act Reason Capt ure• Contact reasons captured through use of Guided Help.

• Ret ired call reason capture tools (x2 widely used).

1 The Challenge – Why?

2 What we did & what we delivered

3 R esults – What we found

4 What we learned

5 What’s next?

In the f ront line - What we found… First Cont act Resolut ion ImprovedBased on analysis by EE Qualit y Team:• When Guided Help used correct ly – FCR measured at 8 5%• When Guided Help not used at all – FCR measured at 62%

Cust omer Sat isf act ion Improved• Use of Guided Help has cont ributed to a 20 % increase in NPS.• Complaints have also reduced.

Induct ion Training Reduced 14 days > 8 days• Guided Help has led to new employee induct ions being reduced from

14 working days to 8 working days or less.

Improved Speed t o Compet ency 50 % improvement• Reduced from 6 months+ to 3 months.

FCR

+23%

NPS

+20 %

Front line Summary

1. Cust omer

2. Business

3. Advisor

Consistent info given

Bet ter customer experience

KPIs are achievable

Knowledge at your f ingert ips

Improved First Contact

Resolut ion

Average HandleTime Alignment

Reduced Complaint s

Great Customer Service=

Reduced Training

Advisor Confidence

BEYOND THE FRONTLINE:

DRI VI NG BUSI NESS I MPROVEMENTS

Ut ilising the call reasons

B usiness awareness of c all drivers

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2

Agents follows guided help

Data transformed to derive c all reasons

E xtra metric s attac hed to the c all reasons (N P S , AHT & F CR )

Insight now available to answer 2 problems

Integrating the c all reason data into our business has given E E ac tionable insight

P eople & performanc e management

Company wide drive to improve Customer ServiceP ropensity to c ontac t (P TC) split by repeats & transfers (CS owned) and unique (business owned)

• R egular weekly trac king

• Company wide programme to drive initiatives

• Clear ac c ountability

Company wide drive to reduce PTCCategories aggregated to business func tions with owners assigned

• Call reasons grouped into business func tions and movement trac ked weekly

• Clear ac c ountability & ownership

• 10 0 % buy in around the entire business

Key Learning – by being descript ive on how other areas can help reduce PTC the programme was much more successful t han previous years.

Analyst s across the business can deep dive call reasons

Drill through from store to c all reasonDrill through eac h level of c all reasons or f ilter using the left nav.

The c all reason data is exposed to the wider analytic s c ommunity.

Examples of how the call reason data is usedHelps to prioritise c ontinuous improvement ac tivities

F CR by Call R eason and Volume. N P S by Call R eason and Volume.

We’ve linked contact reasons to call recordingAgents and managers c an listen, evaluate, searc h and share c all rec ordings

Listen and evaluate

S earc h

S hare

• E ac h agent has their own c alls to playbac k f rom their desktop

• S earc h for c alls by c all reason, agent, c ustomer, date

• M anagers c an tag c all to be shared in the best prac tic e library

1 The Challenge – Why?

2 What we did & what we delivered

3 R esults

4 What we learned

5 What’s next?

Key learnings to note

• Dual screens really help split t he knowledge f low from the system act ions. Quicker, easier and less mistakes.

• Transparent Report ing to support driving usage and compliance levels – also combining data.

• Don’t underest imate the cult ural shif t f rom Search to guided help for long standing advisors.

• IT Resiliency: Ensure you have a cont ingency if t he main solut ion fails – the teams are f lying blind if t hey lose the system.

1 The Challenge – Why?

2 What we did & what we delivered

3 R esults

4 What we learned

5 What’s next?

What’s next with eGain?

• Keeping current – upgrade to latest version.

• How can we leverage Guided Help for our cust omers? – Self help opportunit ies.

• Cont inued improvement s and exploit ing the learnings, building on what we’ve achieved.

THANK YOU