EE Awards Case Study 2013: Seizing the opportunity for Real-Time management

Follow the links to see the full Case Study, Conference Presentation and the Site Visit Agenda. View the videos of the Conference session and Q&As on the Planning Forum YouTube channel.

See how local real-time teams deliver a personal service to heads of site and teams, creating £1.2m of time off phones at no extra cost.


Real-time management is a hot topic in most large virtual operations, so when the teams at T-Mobile and Orange merged, to form a single EE real-time team, they took this as a chance to create something exceptional, focused on their specific needs but learning from extensive external benchmarking. Significantly, the operation is large scale and demand volatile, so they are identifying opportunities for more training, coaching and 1:1s at no cost – a major prize during a period of huge change. Real-time is now deeply embedded in the local site, with heads of sites/directorates rating real time 8/10 and internal NPS scores up from +18% to +67%.

Site Visit 27th June in Doxford, Sunderland

30 delegates from 20 organisations came to see the fantastic EE case study.  Hosted by Amy Bradford, Liam Morris-Ellis and Kevin Horan the day started the day with an overview of the brands, T-mobile, Orange and EE. 6 sites all with local Real-time teams, managed centrally.  The starting point was to delivery Real-time awareness sessions to team managers. Phase 2 to deliver Scaled down version to agents, during Team meetings. Was this worthwhile? Adherence improvement of 2.3% overall, all sites positive with feedback all very positive. Speaking to agents, team leads and operation was positive, they now understand what we do whilst we now understand their challenges.

What were the most enjoyable or useful aspects of this event?
 “Fantastic overview of innovative service, plenty of relevance despite different business.”  Simon Carr, NHS Direct
“Opportunity to gain experience and initiatives from other call centres/Real-Time associates.”  Rachel Norman, IFDS
“Looking at the job role live and the afternoon Real-Time seminar.”  Kirsty Watson, British Gas Installations
Great discussion session.  Insight into how real-time can be improved.”  Michelle Gough, Capita
“Ability to see Real-Time operation in action and the scale of the operation.  Also, the chance to share ideas with other business areas.”  Iain Angell, nPower

What was the key learning you took from today’s visit?

“Love the ‘Play Book’ concept.” Tim Jones, Direct Line Group
“Real-Time is diverse and ever changing; god to understand other peoples challenges.”  Sarah Jubb, RSA  
“The monetary value of re-investing.”  Martin Sloan, Teleperformance
“To use the power of one calculator to show agents/TLs how we work.” Kirsty Watson, British Gas Installations
“How Real-Time is key to delivering KPIs and supporting business objectives but is often undervalued.”  Michelle Gough, Capita
“Benchmarking – will assist greatly in seeing where we need to improve as a team.  Not just our team but how we are perceived.”  Iain Angell, npower
“Structure of team responsibilities.”  Andrea Sutton, United Utilities


  • £1.2 million in agent activity reinvested, by utilising ‘dead time’
  • Recommendation Index moved from 75% to 89%
  • Internal Net Promoter Score went up from +18% to +67%
  • Adherence improved between 2.0 and 2.5%
  • Brilliance scores (internal customer feedback) up
Take a look at these articles, videos and links
2013 Winners and Case Studies
Editor's Choice
See the latest articles on Real Time and Tactical Planning


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