BT is a former monopoly that still has a large share of the telecommunications market in Britain, but in order to compete with smaller rivals that can offer fixed line and broadband service for less, it emphasizes customer care and the quality of its telecommunications services.
Data use is a basic tool in helping BT (which holds assets of £21bn or US$34.3bn) distinguish itself in the service areas it has identified as important. For instance, the company tracks “right first time” measures in its handling of new retail and wholesale customers, paying particularly close attention to what happens after a new prospect contacts the company.
Among the things that are measured are: the frequency with which customers abandon a call while waiting on hold for someone to take their order; the percentage of installation visits in which a BT service technician arrives on schedule; and whether a customer makes a request for help in the 28 days after the first bill goes out.