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Accenture helped BT Retail in the UK design an innovative knowledge management portal. Together, BT Retail and Accenture Management Consulting designed an innovative knowledge management portal–OWL (Optimizing Working Life).
BT Retail is the United Kingdom's largest communications service provider, by market share, to the residential and business markets.
Through its workforce of 50,000 people, BT Retail provides end-to-end communications services for 21 million customers.
Learn more about Accenture services, research and client successes for the communications industry
BT Retail understood that increasing customer satisfaction and enhancing the customer experience was critical to outclassing competitors and achieving high performance. Recognizing that customer service is a core competence of the organization, leadership was committed to creating a capability that would deliver higher-quality service while reducing costs through more efficient and productive customer service representative (CSR) interaction.
Leveraging Accenture's deep technology experience, long-standing relationship with BT and extensive track record in boosting workforce performance for telecommunications companies, BT teamed with Accenture to help drive BT's vision of a new customer-focused strategy. Together, BT and Accenture designed and delivered an innovative knowledge management portal, called "OWL," or "Optimizing Working Life." This innovative solution brought vital product, service and procedural information together into a single structured content architecture and intuitive portal interface. Using OWL, CSRs can now serve customers more effectively through ready access to accurate information that helps them handle and resolve customer inquiries on the first attempt.
To ensure that OWL meets BT's most critical customer contact needs, the solution has been designed by users for users. Based on interviews, focus groups and ongoing feedback, OWL was iterated so that it achieved optimum visibility and impact. Development of the solution was backed by the design and implementation of a dedicated support organization, which followed leading practices in workflow and content management to ensure that the right people get the right information at the right time. The portal has also been integrated with the company's overall internal communications programs.
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