Basis named as finalists for 2 Quirks awards!
B2B Research Project Award
BT Enterprise operates in an increasingly competitive B2B market. With over 1.2 million customers, the company is the market leader. Its £6.5 billion revenue represents 28% of BT’s Group turnover.
Structured around four key business units, BT suspected they were losing customers who fell between the four definitions. They approached Basis in 2019 to ensure that the operating structure and commercial organisation best served customers – and to improve their retention strategy. What came next was a project that fundamentally shattered the way BT had organised its B2B business.
Following complex research design and detailed analysis, the results forced a rethink for stakeholders. The project team at BT and Basis worked hard to engage the organisation and convert opposition into support. BT embraced the results, streamlining its Enterprise into two areas. As a result of the research, retail orders and NPS are up, and operating costs are down by 5%.
Groundbreaking Research Project Award
In 2018 the sands of the UK Pay TV market were shifting: Netflix and Amazon stealing share from established players, cord-cutting on the rise, consumer expectations evolving rapidly. BT needed to up its game in order to capture market share and attract content-loving customer segments.
This submission tells the story of how Basis helped BT to reinvigorate and relaunch its BT TV proposition. How we convinced the BT TV team to embrace initial setbacks and flex their approach. How we helped them to reframe the research challenge using behavioural insight and customer co-creation. How we helped to create a new and disruptive type of flexible Pay TV service, that reflects a compelling customer truth. And how this project has transformed the role of customer insight in product development at BT.
The award winners will be announced live at The Marketing Research and Insight Excellence Awards Virtual Ceremony on November 9, 2020. Please visit quirksawards.com for more details.
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