BT plc

Launching Call Centre services

BT’s advanced services unit had powerful call centre functionality that needed to be commercialised. David created a multi million pound annuity revenue stream by delivering to market, with a bold pricing strategy, BT’s first network based Call Centre services.

David’s first task was to commission market research on contact centres to help inform definition of the proposition and to analyse competitive propositions. This identified that the dominant solutions were standalone ACD systems with an average cost per seat of £880 per annum and that C&W had launched its equivalent network based services at £150 per annum but had little success in the market. It also identified that purchasers of contact centre solutions expected and valued extra services, such as call centre design and training. David defined a proposition enhanced with a ‘service wrap’ and proposed to price against the dominant technology, rather than C&W’s unsuccessful offer.

David prepared and obtained approval for the business case, proposing prices five times more than C&W’s, but at a 20% discount to a low end ACD. David worked closely with sales to obtain launch customers, and coach sales staff successfully through objections – ‘we know this is cheaper than an ACD, but why is it five times C&W’s price?’ He was responsible for ensuring the service could be billed and provisioned, that enhanced customer training was in place and the BT sales channel was prepared. David achieved this through effective cross functional project management.

Major customers and healthy annuity revenues were secured– C&W followed the BT’s structure and increased prices to similar levels.