EE’s Renewed Focus on Customers Pays off in Spectacular Fashion

October 19, 20183min

EE is one of the biggest names in UK communications, and is now one of the premier names in British Customer Experience, with the brand winning no less than four titles at the 2018 UK Customer Experience Awards.

A team of the company’s representatives secured two Gold wins and two Silver successes at the Wembley Stadium event, following presentations to judges that included outlining how EE went from having the industry’s most Ofcom complaints in 2015, to one of the fewest this year.

This radical transformation is down to a complete overhaul of Customer Experience, with a huge emphasis on making interactions with customers “personal”. Initiatives included the onshoring of all EE contact centres so that 100 percent of calls are answered in the UK and Ireland, and the implementation of new technologies such as Remote Support (‘FaceTime for TechSupport’).

An EE spokesperson explained: “Our goal is to deliver truly personal interactions to our customers, and ultimately become

number one for customer service in the industry. We want to ensure that by personalising our values and examining customer behaviours, we will start to see a step change in our key contact centre performance indicators. Our main goal is to improve both our overall Relationship Net Promotor Score (NPS), as well as the call centre elements of the relationship NPS.
“We’re also keeping a very close eye on our specific contact centre KPIs to ensure that we see improvements in our transactional NPS results.”
EE were awarded Gold in both the Best Contact Centre Large and Best Technology & Telecoms categories, while they claimed Silver in Best Employee Engagement – The Voice of Employees and Best New Improved Product or Service.
Meanwhile, the Silver winner in Best Contact Centre Large was Webhelp UK, while Barclays Global Service Centre earned the Bronze title. In Best Technology & Telecoms, Octopus Energy were named Silver winners, while Vodafone UK claimed Bronze.

Paul Ainsworth

Paul Ainsworth

Experienced Irish journalist and former newspaper editor now helming executive editorial duties with Customer Experience Magazine, the UK's premier online source for Customer Experience news, features, and opinion, along with its sister site, CXM World.

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