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40% reduction in customer driven cancellations
50% reduction in customer calls related to enquiries
38% improvement in NPS

Reducing customer cancellations

By reducing cancellations, BT saw business benefits throughout all KPIs


Too many customers cancelling their orders for BT products prior to completion

BT Enterprise offers products and services to public sector organizations, SMBs and corporate customers. Many of these services are cancelled before completion, meaning BT do not realize any money from these potential customers. Amongst this, customers have a high propensity to call in during the onboarding process, raising BT’s cost to serve.

ContactEngine’s solution

Transforming customer experience in broadband and fixed line installation journeys

BT knew proactive conversations were the right thing to do for their customers, but needed an alternative digital solution using conversational AI which could deliver the business strategy to reduce provision-related call rates and customer cancellations while reducing cost to serve. The aim was to replace high cost, manually intensive processes to deliver next generation customer engagement using proactive conversation, freeing agents to deliver true value-add customer service.

Customers increasingly expect to be communicated with on their terms and delivering this required a change in BT’s traditional communication approach. From outbound calls and generic messaging to tailored, personalized communications – intelligent automated conversations augmented by human agents NOT one-way notifications. With ContactEngine, agents are able to communicate with customers through the customers’ channel of choice – not through one which was prescribed by BT as a company. This helped both with the efficiency of BT agents, as well as making it easier for BT customers to do business.


A more efficient operation with improved customer experience

  • 40% reduction in customer driven cancellations
  • 50% reduction in customer calls related to enquiries
  • 85% customer engagement rate
  • 38% improvement in NPS


ContactEngine in partnership with BT’s Enterprise unit wins gold for ‘Use of Technology’ at the UK Customer Experience Awards 2019

Clyne Mccarthy
As a result of implementing ContactEngine proactive conversations within customer order journeys, we saw a reduction in cost of around 60%.. It’s been a dream. Clyne McCarthy, Technical Applications Manager, BT Enterprise
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