Impact of BTs CSR on Customer Satisfaction

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Impact of BTs CSR on Customer Satisfaction
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BTs commitment to customer satisfaction

• BT places major emphasis on enhancing customer
  satisfaction, with a core target based on the
  percentage of customers very or extremely
  satisfied
• To support this aim, BT has a programme of
  continuous research to track and analyse the
  drivers of satisfaction for its customers
• This presentation demonstrates the extent to
  which corporate social responsibility contributes
  to overall customer satisfaction with BT

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Background to the analysis

• The model is based on statistical analysis of
  data from 2,370 respondents to the COS survey
  between Apr 06 to Sep 06
• The COS survey is a nationally representative,
  face-to-face survey conducted for BT by Millward
  Brown which tracks customer satisfaction and its
  drivers
• Within these drivers, we have identified those
  which are linked to the area of corporate social
  responsibility and calculated the total impact of
  this area

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The impact of corporate social responsibility on
customer satisfaction

• We have focused on three measures in assessing
  the impact of corporate social responsibility on
  customer satisfaction with BT
• BT takes its responsibility to society and the
  community seriously
• BT is a company I can trust
• BT is a company that is helpful
• The contribution to the percentage very or
  extremely satisfied across all customer groups
  from each these drivers is
• 5 for BT takes its responsibility to society
  and the community seriously
• 6 for BT is a company I can trust
• 5 for BT is a company that is helpful
• Total contribution to the percentage very or
  extremely satisfied from corporate social
  responsibility drivers is 17

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Conclusions

• Overall, weighting together the results of the
  models
• CSR contributes 17 towards the percentage of
  customers very/extremely satisfied
• Customers who rate 8-10 for BT takes its
  responsibility to society and the community
  seriously are 49 more likely to be very or
  extremely satisfied with BT