Brochure copywriting - BT
BT wanted to give the big picture of their wholehearted commitment to quality - how they build it into everything they do and why it is such an important part of their business. Weaving in customer quotes along the way, we told the BT quality story
Committed to quality
Getting everyone involved
We want to harness the enthusiasm, experience and creativity of all of our people. We also expect people to share good practice and be involved in improvement activities. We recognise that this is not just about getting involved in the big things but also about what our people can do on a smaller scale from day to day.
Getting involved means generating ideas for improvement, joining problem solving teams, taking part in key strategic change programmes, as well as initiatives within their own team. We support these activities with a website where our people can add and share ideas and also learn about improvement tools and techniques.
Recognising and rewarding our people
We recognise and reward our people, particularly for noteworthy achievements and performance – it’s a key strand of all our strategic programmes.
Our Recognition Scheme supports every area of our work. While everyday and special recognition cover the full range of people’s day to day responsibilities, exceptional recognition focuses on significant contributions to the following strategic priorities:
• Customer Satisfaction: actions and behaviours that give external customers world-class service resulting in them being delighted with us
• Quality: achieving exceptional quality improvements; consistently working in a quality way
• Innovation: successfully delivering a new approach/product; introducing an innovative way of working; creating new marketing opportunities
To reinforce the vital roles Customer Satisfaction, Quality and Innovation play in BT Retail, we recognise and reward people for their contribution in these areas based on pre-agreed criteria. The Managing Directors of our businesses nominate teams and individuals for the monthly CEO awards for Customer Satisfaction, Quality and Innovation. These awards culminate in the annual BT Retail Exceptional Recognition awards honouring the year’s outstanding contributions to the three areas.
Measuring how satisfied our people are
Since the early 1990’s, BT has routinely measured the attitude of its people. In BT Retail we have introduced the ‘Our Place to work’ survey. It gives all of our people the opportunity to express their satisfaction with the leadership of BT Retail, their understanding of the strategy and their personal development and involvement.
Results from the survey are benchmarked both with business units across the BT Group and with external organisations and are used to drive improvement activity.
Working together to deliver quality
Quality partnerships
We recognise that we can’t do everything ourselves. To ensure we stay at the forefront of innovation and technology and deliver the best possible solutions to our customers, we work with strategic partners both inside and outside BT Group.
Our partners include some of the world’s leading organisations. We work with Nortel, Cisco and Avaya to deliver the best telecoms technology solutions; with Microsoft and Oracle to deliver world beating applications; with Sun and HP to deliver best in class IT platforms and infrastructure; and with Accenture, Cap Gemini Ernst & Young and CGI to deliver Thought Leadership and innovation.
As you’d imagine, we are always on the look out for new ideas and partnerships to broaden our capabilities and, in turn, the solutions we can offer our customers.
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