Case Study: BT (British Telecom) achieves world‑class omni‑channel lifecycle management with Pegasystems' real‑time decisioning platform

BT achieves world-class, personal lifecycle management

BT, following its acquisition of EE, needed to connect disparate processes, CRM systems and customer data to deliver consistent, omni‑channel experiences. Siloed real‑time and offline data, multiple decisioning tools and complex interaction flows prevented BT from using customer insights to make fast, personalized decisions across channels.

Using Pega, BT implemented a single, real‑time decisioning “brain” across both brands, replacing 17+ versions of a decisioning tool and cutting the need to switch between 100+ applications. The solution simplified and streamlined customer interactions, put decisioning control in the hands of business users, and delivered faster, more consistent experiences across channels.

BT

Leana Kielkowicz

Head of Decisioning