Improving registration conversion rates for new and existing BT Business customers
Whilst new and existing customers have a digital ‘Profile’ with BT, it is up to the customer themselves to register for an online account. Via a ‘BT My Account’ a user can purchase, track and report faults with their products, reducing the reliance, and business costs for BT, on telephone Sales and Service Teams.
Online registration conversion rates were found to be very low, with less than 40% of those who start the process moving past the initial stage. Many customers were unable to locate or provide certain key pieces of validation information, specifically ‘Billing Reference Number’, which are required to complete registration.
Customers, ultimately, are unaware or are unable to access the verification information determined by BT to register their account.