Seeking the perfect customer experience: a case study of British Telecom

In order to construct an understanding of best practices in customer-focused change, this study investigates how customer-oriented strategies facilitate the enhancement of service experience. This paper explores a conceptual strategic approach for the effective delivery of customer-focused change. This approach is based on principles originating from a case study of a customer experience program instituted by British Telecommunications plc (BT). There is an urgent need to enhance the experience of UK telecommunications customers, especially as these companies now recognize the relationship between exploitation of core organizational competencies and customer experience enhancement. This paper has implications for all organizations concerned with the retention of existing customers and the acquisition of new customers in a dynamic business environment. Copyright (C) 2009 John Wiley & Sons, Ltd.