BTCare on Twitter
September 29, 2009
Brooke Molinaroli, Head of Digital Care Design, BT Retail Customer Services

What is BTCare?
© British Telecommunications plc www.twitter.com/btcare
@BTCare page

Why Twitter?
Lower Costs
multi-channel: self-care and digital care
Increase Quality of Service
fast, efficient, and human
No. 1 for Customer Service
BT Retail CS Transformation
© British Telecommunications plc

What is the BT Care positioning?
Full service operation
•BTCare provides end to end service resolution across all
queries
•Competitors offer marketing/general info, directing
customers to phone/email customer service.*
Personal/Human
*Examples VirginMedia: @limesmoothie Best to call the
technical team to see why this is happening. o2: @JoeFCollis
Your account number is on your bill failing that I’d suggest giving
us a call to get this sorted
Modern/conversational tone
@benorn I understand your frustration. I have
managed to get you order pushed through and have a
new date of the 30th Sept is this ok?
@GowerTwit I can take a look to see if there is
anything I can do to improve your speed. Drop me a
DMBritish Telecommunications plc
©
with your details.

What have been the results to date?
Verbatims – w/c September 21st
Sirtaggy@BTCare This is great how good twitter is I said I was
upset being cut off & there BT was wanting to help, Hats off for BT
mikejulietbravo@BTCare on Twitter is a hell of a lot more
personal than calling the interminable numbers that you get passed
around. Good stuff.
Kirley_Wirley@BTCare thank you for (a) listening, (b)
understanding and (c) doing something about it – it’s THAT kind of
service that makes me #loveBT
Results Positive word of mouth
•3,000 unique users per month The last time I had a problem with my BT broadband
line at home, I mentioned it on Twitter. Within
minutes BT - which is on Twitter too – was asking
•3-4 hrs average response time me about the problem. That's an example of great
customer service
•60% extremely/very satisfied Heather Gorringe hit the Twitter-sphere,
asking if anyone else had had problems with
BT. @BTCare sent Gorringe a message
•50% of interactions are broadband within 30 minutes promising help; two
complaints/technical queries days later, the bill was amended.
© British Telecommunications plc

© British Telecommunications plc