4Basket A: Core BTL for B2C (EE)

SIM only buyers think they’re smarter If you’re on Pay Monthly, you enjoy the convenience, the recognition and you don’t mind the premium. Plus it’s simply the way you’ve always bought.If you’re PAYG you’ve made some sacrifices, but you’ve got the shiny new handset you really wanted.SIMO? You’ve been canny. You’ve worked out there’s a third way. Nobody’s going to pin you down into a long-term commitment or make you pay for things you don’t need.Opportunity: They see themselves as a distinct segment, so treat them as such.

They also feel they’re being ignored They’re customers the same as everybody else. But they don’t seem to get the same recognition. In fact, it often feels like their network is oblivious to their presence.They deserve better, and they know it.The problem is, they didn’t buy their plan for love of calling or love of the carrier. They bought it to Skype their daughter who moved to Hong Kong, to know when their train’s been cancelled or to never miss Eastenders. And that’s the magic of 4G. It gives you more of the experiences you love.But these customers still need a carrier. The more you do for them the more some will stay and others will even upgrade.Action: Recognise and serve.

Source: EE SIMO Tariff Refresh 2016, Basis, 2015, qualitative research, quantified by Publicis/OnePulse 2016. Percentages in bold refer to ‘Deal Seeker’ etc being respondent’s primary reason for choosing SIMO, percentages in brackets refer to ‘Deal Seeker’ etc being a respondent’s second reason for choosing a SIMO)

Among SIM Only customers two key segments

Source: Publicis/OnePulse September 2016, n = 400 SIMO EE customers

EE needs to engage their customers more than any other brand We ran a survey to compare the types of relationships different networks have with their customers. No other network has as many customers who are in a Complete Stranger or Strictly Business relationship as you have.EE needs more Team Mate or Reliable Neighbour relationships.

An example of individual context

IDIOM™ is a Customer Intelligence Platform that leverages behavioural data to drive an understanding of what people actually do, not just what they say.

By using time-stamped, behavioural and geo data aggregated by the individual we can drive creative, experiences and content.

How IDIOM works to bring context to customer relationshipsIDIOM™ will help BT plan, develop and organise the right content for the right consumer, at the right time and on the right channel. IDIOM™ pinpoints exactly the right behaviours to inspire in exactly the right channels at exactly the right time.It mines massive amounts of behavioural data to deliver individual/household level intelligence and targeting at scale. Its ability to manage this level of data across online and offline channels provides an unmatched understanding of how people research, compare and acquire telco products and services.

We put the customer at the heart of everything we doWe genuinely believe that customer experience is increasingly less about you, your products and your people and increasingly more about the data you harness to adapt and respond to the needs and motivations of your customers and prospects

You have more data about your customers than most companies could only dream about. Putting BT and EE customers at the heart of everything we do, and using data as our window on their world gives us a truly rich and actionable picture of them.

We engage with people according to their Mode

Actionable and connected data

Our process to ensure data drives maximum benefit for BT

We bring together 4 types of data to understand customers

Data and technology creates these contextual experiences around the customer