David Walker, Head of Customer Technology & Innovation, Customer Service, EE

1. KNOWLEDGE-POWERED
CUSTOMER SERVICE
TRANSFORMATION AT EE
WITH EGAIN

2. HELLO
David Walker
Head of Customer Technology & Innovation
Customer Service, EE

3. We’re EE – the UK’s biggest and
f astest network.
Let me tell you who we are...
3
EE, part of the BT Group, is the largest and most advanced digital communications
company in Britain, delivering mobile and fixed communications services.
EE has approximately 553 retail stores, and services more than 31 million connections
across its mobile, fixed and wholesale networks.
EE runs the UK's biggest and fastest mobile network, pioneering the UK's first
superfast 4G mobile service in October 2012 and is the first European operator to
surpass the 14 million 4G customer landmark. EE's 4G coverage today reaches more
than 95%of the UK population, with unique double speed 4G reaching 75%. EE’s 2G
coverage reaches 99%of the population while 3G reaches 98%. EE's superfast fibre
broadband service covers around 80%of the UK population, and ADSL broadband
service covers 98.7%of the population.

4. A brief history of EE
From Bristol and Borehamwood to the whole of Britain
EE was formed in 2010 following the merger of
Orange and T-Mobile in the UK.
T-Mobile began as Mercury one2one, founded in
Borehamwood in the 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 the
FTSE 100. It was acquired by France Telecom in
2000, and bought Wanadoo to add fixed
broadband services alongside the mobile offering.
We have invested more than £15 billion building
Britain’s biggest and best mobile network.
4
OURUK
FIRSTS
Commercial
mobile
payments
HD Voice
Consumer
shared plans
WiFi
Calling
Picture
messaging
4G and
LTE-Advanced
mobile network

5. EE: The Biggest and Best Network
The world’s fastest 4G rollout
- The UK’s f irst 4G network
- 4G in more than 600 cities and large towns,
more than 6,000 small towns and villages,
and 95%+ population coverage
- Expanding 4G coverage by 2,000sqm per
month
- More than 14 million 4G customers
- The UK’s biggest 3G network
- DC-HSDPA covering 80%of the population
- 3G HSPA+21 across 98%of the population
- Investing £1.5bn over three years to 20 17

6. EE Customer Service Overview
6
In-house
sites
10 k
Advisors
Partners
in UK,
Ireland &
India

7. CUSTOMERSERVICE
TRANSFORMATION WITH
EGAIN KNOWLEDGE

8. 1 The Challenge – Why?
2 What we did & what we delivered
3 Results
4 What we learned
5 What’s next?

9. VARIATION IN
PERFORMANCE
THE CHALLENGE #1

10. PERFORMANCEISA MI XTURE OF PEOPLE
AND PROCESS
Is it the people –
…delivering great service regardless of process . . .
Is it the processes –
…delivering great service regardless of person . . .

11. WHATISPEOPLE?
11
Range in performance:

12. OURBESTPEOPLECAN CRACKIT!
12
Quartile 1
Quartile 4Quartile 3
Quartile 2

13. 4 KNOWLEDGETOOLS
THE CHALLENGE #2

14. The Challenge – We had 4 Knowledge Tools
Orange Diagnostics EE (Phase 1)
Orange KnowledgeT-Mobile Knowledge
Top Tools
Content
Topic

15. The Challenge – 4 knowledge tools
4 Knowledge tools
- 10 % consistent usage of knowledge
- Inconsistent
- Tick sheets for contact reasons
- Over 20 ,0 0 0 articles

16. Why eGain?
• Product capabilities.
• Desire to work with us to realise our ambition.
• Collaboration and flexibilit y to align as we grow.

17. 1 The Challenge – Why?
2 What we did & what we delivered
3 Results
4 What we learned
5 What’s next?

18. 18
Inspired by the NHS triage process….
We cannot afford to get it wrong…

19. Guided Help Knowledge in Customer Service
We called it
ALBERT

20. Guided Help Knowledge – Key Features
• Key customer and device information passed
into Guided Help.
• Abilit y to pause Guided Help and then resume
at a later point .
• Saving of the Guided Help session summary
to CRM.

21. We start by choosing the key reasons for contact

22. Pre-answering questions – using what we know…

23. What we present to the advisors

24. New Advisor Feedback Loop - Not right? Tell us..
Feedback
Content Team
Assessment
Content
Updated
(Small/Medium
change)
Response sent
within 24 hours.
Knowledge
Usage

25. What we delivered
Roll Out & Training
• Deployment and training to over 10,000 advisors and over 500 retail
stores.
Knowledge Content
• From over 20,000 individual articles to 10 Guided Help case bases.
• Complete overhaul of knowledge content adhering to standards.
• Clear content ownership and accountabilit y.
• Single Knowledge content team.
Automated Contact Reason Capture
• Contact reasons captured through use of Guided Help.
• Retired call reason capture tools (x2 widely used).

26. 1 The Challenge – Why?
2 What we did & what we delivered
3 Results – What we found
4 What we learned
5 What’s next?

27. In the frontline - What we found…
First Contact Resolution Improved
Based on analysis by EE Qualit y Team:
• When Guided Help used correctly – FCR measured at 85%
• When Guided Help not used at all – FCR measured at 62%
Customer Satisf action Improved
• Use of Guided Help has contributed to a 20 % increase in NPS.
• Complaints have also reduced.
Induction Training Reduced 14 days > 8 days
• Guided Help has led to new employee inductions being reduced from
14 working days to 8 working days or less.
Improved Speed to Competency 50 % improvement
• Reduced from 6 months+ to 3 months.
FCR
+23%
NPS
+20%

28. Frontline Summary
1. Customer
2. Business
3. Advisor



Consistent info
given
Better customer
experience
KPIs are
achievable
Knowledge at
your fingertips
Improved
First Contact
Resolution
Average Handle
Time Alignment
Reduced
Complaints
Great Customer
Service=
Reduced Training
Advisor
Confidence

29. BEYONDTHEFRONTLINE:
DRIVING BUSINESS
IMPROVEMENTS

30. Utilising the call reasons
Business awareness
of call drivers
1
2
Agents follows
guided help
Data transformed to
derive call reasons
Extra metrics attached
to the call reasons
(NPS, AHT & FCR)
Insight now available to
answer 2 problems
Integrating the call reason data into our business has given EE
actionable insight
People & performance
management

31. Company wide drive to improve Customer Service
Propensity to contact (PTC) split by repeats & transfers (CS owned)
and unique (business owned)
• Regular weekly
tracking
• Company wide
programme to
drive initiatives
• Clear
accountability

32. Company wide drive to reduce PTC
Categories aggregated to business functions with owners assigned
• Call reasons grouped into business functions
and movement tracked weekly
• Clear accountability & ownership
• 10 0 % buy in around the entire business
Key Learning – by being
descriptive on how other
areas can help reduce PTC
the programme was much
more successful than
previous years.

33. Analysts across the business can deep dive call reasons
Drill through from store to call reasonDrill through each level of call reasons or filter using
the left nav.
The call reason data is exposed to the wider analytics community.

34. Examples of how the call reason data is used
Helps to prioritise continuous improvement activities
FCR by Call Reason and Volume. NPS by Call Reason and Volume.

35. We’ve linked contact reasons to call recording
Agents and managers can listen, evaluate, search and share call recordings
Listen and evaluate
Search
Share
• Each agent has their own calls to
playback from their desktop
• Search for calls by call reason, agent,
customer, date
• Managers can tag call to be shared in
the best practice library

36. 1 The Challenge – Why?
2 What we did & what we delivered
3 Results
4 What we learned
5 What’s next?

37. Key learnings to note
• Dual screens really help split the knowledge flow from
the system actions. Quicker, easier and less mistakes.
• Transparent Reporting to support driving usage and
compliance levels – also combining data.
• Don’t underestimate the cultural shif t from Search to
guided help for long standing advisors.
• IT Resiliency: Ensure you have a contingency if the
main solution fails – the teams are flying blind if they
lose the system.

38. 1 The Challenge – Why?
2 What we did & what we delivered
3 Results
4 What we learned
5 What’s next?

39. What’s next with eGain?
• Keeping current – upgrade to latest version.
• How can we leverage Guided Help for our
customers? – Self help opportunities.
• Continued improvements and exploiting the
learnings, building on what we’ve achieved.

40. THANKYOU