Case Study : BT

BT Group is one of the UK's largest telecommunications providers, delivering broadband, mobile, and enterprise connectivity services to millions of customers.

To improve customer engagement and modernize its service operations, BT launched a transformation initiative aimed at delivering a seamless omni-channel customer experience.

360Asklogix supported the implementation of a Salesforce-based service platform enabling BT to manage customer interactions across multiple channels — including phone, web, and digital messaging — through a unified system.

The initiative helped BT improve customer service efficiency while providing a more consistent experience across all support channels.

BT manages a very high volume of customer interactions across multiple communication channels. Several challenges were limiting service efficiency:

• Fragmented Customer Interaction Channels: Customer interactions were handled through different tools depending on the channel (call centre, web support, messaging), making it difficult to maintain a consistent customer experience.
• Limited Customer Visibility: Support agents lacked a consolidated view of customer interactions and service history across channels.
• Manual Case Handling: Customer requests often required manual routing and coordination between multiple teams.

Strategic Objective: BT aimed to implement a unified omni-channel service platform capable of:

• Managing customer interactions across multiple channels.
• Providing agents with a 360-degree view of customers.
• Improving case routing and resolution efficiency.
• Delivering a consistent customer experience.

360Asklogix implemented a Salesforce Service Cloud architecture designed to support BT's omni-channel customer service strategy.

Omni-Channel Case Management

Salesforce was configured to manage customer interactions from multiple channels within a single platform, including:

• Phone support.
• Web inquiries.
• Digital messaging channels.

All interactions are linked to the same customer record.

Unified Agent Workspace

Service agents access a centralized console that provides:

• Customer account details.
• Interaction history.
• Active service cases.

This allows agents to quickly understand the customer context.

Intelligent Case Routing

Automated workflows route incoming requests to the appropriate support teams based on:

• Issue type.
• Customer segment.
• Priority level.

Knowledge Base Integration

A centralized knowledge base supports faster issue resolution and ensures consistent responses across support teams.

The Salesforce implementation delivered key operational improvements:

Strategic Outcome: The Salesforce platform now supports BT's omni-channel customer engagement strategy, enabling the company to manage customer interactions across multiple channels through a unified service platform.

This transformation strengthened BT's ability to deliver a more responsive, personalized, and efficient customer experience at scale.