BT returns to the high street as it overhauls brand that ‘stands for nothing’

Marketing Week 09 Oct 2019 02:09

A new BT and EE co-branded storeBT is returning to the British high street for the first time in 25 years as part of plans to overhaul perceptions of the brand through a focus on new products and improved customer service, as well as a new brand purpose and identity.

The telecoms giant plans to transform EE stores with BT co-branding and introduce help desks and services across its broadband and mobile ranges. The aim is to offer local access to experts that can help consumers and small business customers with issues ranging from getting online for the first time to building a smart home network.

This is part of a broader strategy to improve customer service by bringing it closer to local communities. BT is introducing a team of 900 home tech experts and bringing forward plans to answer all customer calls in the UK and Ireland to January 2020.

This is accompanied by new products and investment in its network, as well as addressing the digital skills gap through plans to launch a training programme for 10 million people, schools and businesses.

“You can’t effect change externally unless you change this place internally. Getting people to think differently and see this as different will be the only way we can change externally what customers think about us,” he explains.

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