BT tries to ‘shift the dial on trust’ with focus on ‘converged’ future


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Following a bumpy couple of years that have seen the business attract more negative press than positive, BT has laid out plans to mend its relationship with disgruntled customers and turn its notoriously bad customer service around with the launch of its Consumer division.

The division encompasses BT’s consumer business, as well as EE and Plusnet. The aim is to integrate its broadband, mobile and content offerings to offer “seamless connectivity” both in and out of the home for customers across the UK.

In what BT claims is a first-of-its-kind, this “convergence network” includes the launch of a number of products and services& &- including smart home, family plans, and new streaming partnerships with Now TV and Amazon Prime. BT will also be introducing its products to more than 620 EE stores as it looks to establish a better high street presence and become more available to customers.

Speaking at a press briefing this morning (16 May), BT Consumer’s CEO, Marc Allera, who was previously CEO at EE, said the time has come to “really start shifting the dial” and rebuild trust.

“Our customers and their expectations have moved on and we need to create a new narrative for BT and change the

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