COACH: Zero in on what matters most and help each call make the difference to customers at BT.

Be inspired and learn from our 2018 Innovation Award Finalist

Who should attend? This case study will be of huge interest to insight team, HR/coaching specialists, operational managers and planners looking to understand how to drive operational effectiveness. It will be of particular interest to larger or outsourced operations in learning how to tackle multiple issues at scale and allow data to support cultural change and customer experience improvement.

Find out about BT's Innovation
Discover how operational managers are now coaching advisors to achieve their personal best and focus on very specific changes on issues that matter most to the customer or business. At the heart of this transformation is a powerful insight tool COACH which gathers information in one place for managers and agents - one version of the truth that can be used to drive improvement in performance management, coaching and feedback. Alongside this, a corporate programme is building the coaching capability among managers to be really effective with their people in releasing the changes in behaviour and process that transform customer experience.   

For instance, buried in hundreds of thousands of calls each day there are thousands of customers who really need their WIFI fixed quickly and think they need an engineer to do this. The logic in COACH is really, really intelligent and pulls these out so that manager know exactly what conversation to have with each agent. Using the correct diagnostic means a router can be with the customer the next day – this is what solves their problem, not waiting for an engineer visit that isn’t needed. There are big commercial savings from this too. It’s a win-win.

Significantly COACH gives insight and focus at every level, from agent/manager up to the executive, where the data is displayed more holistically, showing the link with complaints and NPS – now the prime metric in BT’s customer operations. What’s more it works across functions and with outsource suppliers and enables leaders to see and move forward a whole range of customer irritants and issues at any one time, not just the biggest. BT can address issues, at scale, that simply could not have been focussed on without this intelligent, automated self-service insight tool.

Furthermore, because the insight allows managers and agents to zero in on very specific improvement opportunities, the early stages of implementation have seen a lot of operationally - driven improvements, with NPS rising around 10 points very quickly. As wider business improvement initiatives flow from this the potential for transformation is massive. In addition, the flexibility of the rules-based logic means that this tool can be tweaked to prioritise or deprioritise items in the queue according to the current business focus.

Speakers Include

Bruce Hendry is a Developer in the Complex Analysis Reporting Team.  Bruce’s work is primarily focused on developing SQL and PLSQL scripts in our reporting database. Bruce has 3 kids who drive him crazy but he would have it no other way. Bruce enjoys cooking, playing games & walking the dog.



David Bruce heads up BT’s Consumer Reporting & Analysis team. He is accountable for delivering actionable information to 10K+ agents and 600+ managers.  David’s passion is puzzles!  He loves completing them both in and out of work and has been known to frequent the odd competition here and there.



Maurice Roche is the General Manager for Business Intelligence, Insight and Compliance for the BT Consumer.  Maurice joined BT as a graduate and has worked in the Global Services and UK Business divisions before joining the Consumer business.  



Sajid Chopdat is a Reporting and Analysis Manager working in BT’s consumer Division. He is accountable for delivering actionable data insight and innovative capabilities to support tactical and strategic programmes . Sajid has 2 young children with whom he spends the majority of his spare time with trying to keep them entertained.  Sajid also enjoys playing Football and Swimming.