BT Group is leveraging Sprinklr’s unified CX management platform to elevate customer support through AI-powered capabilities.

BT Group says the revamped customer contact platform delivers a major upgrade to the customer experience for EE and BT users by utilising conversational AI. It also streamlines support processes for the Group’s customer service guides, benefiting its Business, Consumer, and internal contact channels.

Harry Singh, MD of Consumer Digital at BT Group, said:

The collaboration with Sprinklr marks a significant step forward in BT Group’s commitment to using cutting-edge technology to deliver exceptional customer experiences. With our customer contact platform, we have unlocked powerful AI-enhanced capabilities for our customer service, boosting satisfaction and creating exciting new opportunities for customer experience.”

Sprinklr’s unified customer experience platform enhances BT Group’s support services. BT Group asserts that this integration allows the platform to access BT Group’s data, enabling it to deliver personalised and accurate responses when customers seek assistance.

Additionally, the customer contact platform powers EE’s virtual assistant, Aimee, and supports real-time online chat messaging, further improving customer interactions and providing timely support.

BT Group says that Aimee now handles around 60,000 conversations per week, double the roughly 30,000 conversations it managed two years ago. The company assures that this increase in automated interactions allows customer service guides to focus on more complex issues.

“We’re delighted to be working alongside the iconic brands within BT Group, at the forefront of innovative customer engagement through effective AI,” added Rory Read, CEO and President of Sprinklr. “AI has huge potential to enhance and elevate customer experiences, and it’s been fantastic to help BT Group achieve such brilliant results so quickly.”

More Specifics On The New Collaboration

BT Group suggests the platform empowers the business to leverage Gen AI to enhance various customer experiences, including sales and support for both EE and BT customers. One example BT Group offers is the Gen AI-powered feature within Aimee, which helps customers prepare for international travel. BT Group says this innovation has reduced the need for online chat or messaging support, cutting it by half due to its capacity to understand and address customer needs.

As a result, BT Group affirms that customer service guides are freed up to handle more complex inquiries, allowing customers to access the information they need more efficiently.

BT Group suggests that generative AI is also majorly impacting billing support. It grants customers thorough explanations of their charges, improving transparency and overall satisfaction.

The media integration within Aimee purportedly boosts the chat experience, moving beyond simple text exchanges to include engaging product cards and carousels, adding value for customers. So far, BT Group says over 30 distinct customer experiences have been integrated into Aimee, with more planned in the future. Aimee’s usage has grown by 51 percent year-on-year, which BT Group explains as growing customer enthusiasm as its capabilities continue to expand.

Looking ahead, BT Group says it plans to leverage Gen AI further to enhance customer support. New features are expected to include AI-driven summaries of customer interactions and real-time support and guidance. These innovations aim to allow Aimee to function as a virtual AI assistant for customer service guides.

BT Group Delays PSTN Switch-Off

BT Group opted to postpone its PSTN switch-off date to the end of January 2027 in May.

This will give customers who are relying on the old analogue Public Switched Telephone Network (PSTN) longer to transition across to a modern fibre network. BT is planning to move over 14 million copper lines onto the fibre network, simultaneously ending the legacy services and wholesale line rental products connected to them.

Howard Watson, BT Group’s Chief Security and Networks Officer, said:

Managing customer migrations from analogue to digital as quickly and smoothly as possible, while making the necessary provisions for those customers with additional needs, including telecare users, is critically important. Our priority remains doing this safely, and the work we’re doing with our peers, local authorities, telecare providers and key government organisations is key.”



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