BT is one of the world’s leading communications services companies. It serves the needs of customers in the UK and in 180 countries worldwide. Its main activities are the provision of fixed-line services, broadband, mobile and TV products and services as well as networked IT services.

Major and Public Sector sits within BT’s Enterprise division and services over half of the companies in the FTSE 350 as well as many government departments and local authorities.


Colm O’Neill describes the challenge he faced when he became MD of Major and Public Sector.

“The BT UK role involved a highly complex scenario where BT was acquiring EE and we were doing an internal merger of another two internal business units.

I was looking for something that could be a uniting principle for these diverse groups of people in this complicated situation. Customer experience was a banner I felt everyone could identify with and march forward with the business.

 I also believed that if we could make improvements here there would be a direct impact on reducing our costs and improving our margins.”



With Deep-Insight’s help, O’Neill set up a new Customer Experience programme, run by Kathryn Whitehouse. Kathryn picks up the story:

“The first 12 months was all around making sure that we had customer recruitment in place: really driving the response rates with the right customers. We’re committed to drive those improvements through at an individual level. We go back to the customers, review our progress and then formally ask for their feedback again six months later.

That cycle of feedback: action, review, and update has now been continual for the last three years, and before and after every customer assessment it’s very much in everybody’s faces on a daily basis.”


Today, Major and Public Sector is in better shape than it has even been in, thanks to Deep-Insight’s Customer Relationship Quality (CRQ) programme:

  • 86% of clients provided feedback in the most recent assessment
  • Major and Public Sector has seen a 50+ point increase in Net Promoter Score results over a 3-year period
  • In 2019 BT Major and Public Sector returned to profit growth
  • A radically new customer-centric culture is now being embedded in the organisation

“Customer experience is our No 1 priority. Our teams use feedback to drive continuous service improvement with their clients and our technical teams design and deliver solutions which address our clients’ challenges”  –  Niall Powderly, Client Services Director