BT Group: Developing AI to Improve Customer Experience

BT Group is tapping up AI to transform its customer service experience by deploying Sprinklr’s unified customer experience management platform. 

This is designed to deliver AI-enhanced customer support, with Sprinklr’s capabilities being re-used across the entire BT Group, rather than just EE. A division of BT Group, EE uses its virtual assistant Aimee to handle up to 60,000 customer conversations each week.

In the wake of previous successes, BT Group is now planning to expand its use of AI to provide real-time support and information to customer service guides operating across its business, consumer and internal contact channels.

“The collaboration with Sprinklr marks a significant step forward in BT Group's commitment to using cutting-edge technology to deliver exceptional customer experiences,” explains Harry Singh, MD of Consumer Digital at BT Group.

“With our customer contact platform, we have unlocked powerful AI-enhanced capabilities for our customer service, boosting satisfaction and creating exciting new opportunities for customer experience.”

Transforming customer support

By integrating advanced AI and generative AI (Gen AI) technologies, BT Group is eager to transform its existing customer support capabilities. In collaboration with software company Sprinklr, the leading telco is offering a refreshed customer contact platform that will significantly enhance the EE and BT customer experience through conversational AI.

BT Group has integrated Sprinklr's unified customer experience platform, meaning when a customer is seeking support, the platform can draw on BT Group’s data to provide a personalised, accurate response. The customer contact platform, which powers EE’s virtual assistant Aimee, also provides the messaging capability for real-time online chat with customers.

The platform enables BT Group to use Gen AI to support various customer experiences, including sales and support for both EE and BT customers. One example of a use case is the Gen AI-enhanced experience within Aimee, helping customers prepare for international travel, which has halved the need for online chat and messaging support thanks to its ability to understand and respond to customer needs. 

Optimising services in this way ultimately keeps guides free for more complex tasks and helps customers get what they need at a much faster pace. 

Billing support has also felt the benefits of Gen AI within BT Group, with the technology providing detailed explanations of billing charges. This helps to enhance transparency and customer satisfaction, whilst also making the experience more engaging for customers.

Looking ahead, BT Group plans to expand its use of Gen AI to further improve customer support. Some of the upcoming features expected include AI-driven summaries of customer interactions, in addition to real-time support and guidance. 

With this, Aimee will be able to act as a virtual AI assistant for guides at BT Group and help improve efficiency, effectiveness, colleague and customer experiences.

How BT Group is advancing its AI understanding

BT Group has experienced an impressive growth in customer interactions facilitated by Aimee. Utilising Gen AI in this way has freed up more time for guides to help customers with more complex issues, leading them to deliver a more personal experience.

Likewise, in order to prepare for Gen AI to continue evolving, the telco has implemented key ethical guardrails to ensure strong data privacy and security measures. Its AI capabilities are hosted on a private cloud instance, ensuring compliance with data and privacy regulations, alongside its internal data management platform setting clear data policies. 

These processes allow BT Group to maintain control over its data, whilst also benefiting from Sprinklr's AI capabilities. Working with Sprinklr has also enabled BT Group to put in safeguards to monitor malicious AI activity.

By investing in safe AI, BT Group aims to ensure an efficient delivery of service by using data-driven insights obtained via AI to support improved decision-making for the business. BT hopes this strategy will help it better meet customer needs.

“We’re delighted to be working alongside the iconic brands within BT Group, at the forefront of innovative customer engagement through effective AI,” comments Sprinklr President and CEO Rory Read. 

“AI has huge potential to enhance and elevate customer experiences and it’s been fantastic to help BT Group achieve such brilliant results so quickly.”

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