Case Study: The British Council achieves scalable, concise global feedback and improved customer experience with InMoment

Creating a Concise Feedback System to Improve Global Customer Experience

The British Council, the UK’s international organisation for cultural relations and education operating in around 110 countries, faced funding pressures and wide variation in how services were marketed and delivered. These challenges produced fragmented customer interactions and inconsistent service quality, so the organisation needed a scalable, customer‑centric CX programme focused on operational efficiency, cultural adaptability, commercial effectiveness and new ways to engage customers.

Partnering with InMoment and Frost & Sullivan, the British Council deployed a SaaS feedback platform with streamlined, objective‑linked surveys (live Customer Effort, teaching and post‑exam), omni‑channel deployment in 50 languages, CRM integration, role‑based dashboards and real‑time alerting for local closed‑loop responses. The change moved surveys online, raised actionable response rates, delivered near‑real‑time insights, improved retention and conversion, standardised global CX reporting and helped align resources to boost service consistency and earned income potential.

The British Council

Pete Hogg

Director Customer Management