Customer Contact

Case Study: BT GB&FM and Avaya

BT Avaya

BT Global Banking & Financial Markets and Avaya wanted to understand the consumer perspective on channels, finance and the future of branches, contact centres and consumers use of mobile banking and social media.

Solution

  • Comprehensive review of published sources on multi-channel CRM in financial services
  • Interview with senior execs in leading financial providers
  • Nationally representative online survey with online consumers in: Germany, Spain, UK and USA
  • Analysis including statistical significance testing, clustering, country comparisons and segmentation development of the data with key findings for retail finance

Outcome

BT and Avaya used the information to drive sales lead generation:

  • Improve their profile as an industry thought leader including 30+ press coverage (Finextra, BBA, Banking Technology, IT Director and German, Spanish and US press)
  • Over 15 customer events to present the findings around the world including at the Bank of the Future concept at BT’s research labs
  • Content marketing: Infographics, Blogs, Tweets, etc
  • Front-ending client engagement meetings
  • Building business cases for investment