BT | flipflop

BT: Early life

BT had a customer experience problem. In the time it would take new customers to get themselves connected, they will have already fallen out of love with the brand. We needed to improve their experience and increase brand love.

This was a monster of a project, with a rare opportunity to reimagine every stage of the customer experience.

First we asked, what if all your account details, key dates and maintenance bookings were stored in a convenient and central location, instead of a stream of disconnected emails? The BT Ticket was born.

When a delay occurs in setting up new customers' broadband, customers had to inform BT. We asked, why doesn't it happen the other way? The moment we identify a delay in their set-up, we could mail out a wireless dongle to get them up and running in the short term? We created Delay Dongles.

Once customers are all set up and successfully connected, it's a genuinely exciting moment, yet BT wasn't capitalising on it. We asked, what if we could properly celebrate that moment with our customers? Our answer was 'Release the Internet': a redesign of the connection confirmation page with a simple, never-ending, just for kicks, interactive experience anyone can enjoy.

We didn't stop at the moment you're online. We wanted the ongoing experience to be better too.

Everyone hides their router in a corner or under a desk surrounded by cables, even though they all know, for optimal signal strength, the recommendation is to put it above waist height, in the middle of the home. We asked, why don't we design the hub so you would want it to be in the centre of your home? We designed what we called, 'the hub of the home'.

A premium, slick router with options of finish designed to suit any home and style. We even suggested it could be personalised with custom prints and patterns, potentially opening a new revenue stream for the business.