Accenture helps EE build customer relationships
through the use of mobile applications and a
seamless customer experience
EE provides an enhanced and consistent self-care experience to all of
its customers, while also achieving internal operational efficiencies,
through a series of mobile applications developed by Accenture.
Overview
EE is a UK-based mobile network operator (MNO) with
a heritage of innovation, and was born from
two major mobile brands, Orange and T-Mobile,
which joined forces in 2010. EE was the first mobile
operator in Britain to offer 4G mobile services
alongside fiber broadband. EE goes to market through
the EE, Orange and T-Mobile brands, and aims to
deliver great network and service experiences to the
31 million customers across its fixed, mobile and
wholesale businesses. EE delivers customer service through its websites and
customer service applications, over the phone and
in-store, with over 11,000 customer service and retail
employees who are trained experts in mobile device
operating systems.
Business Challenge
Originally, both T-Mobile and Orange operated customer
facing self-care mobile applications: “My T-Mobile” and
“Your Orange”, allowing customers to access their balances,
manage their mobile plans and make payments. Given the
rapid increase in smartphone take-up, these applications
quickly became an important part of the overall customer
experience. With the applications becoming an intrinsic
part of the customer journey --the fact that they had
been created at different times and were maintained on
different mobile platforms, supported different features
and did not provide a consistent interface -- started to
become an issue. EE understood that the “MyT-Mobile” and
“Your Orange” applications were critical touch points for
client interaction and engagement as well as providing an
opportunity for bundle up-sell and cost reduction through
reduced call center activity.
The fusion of the two companies was a chance to rationalize
and adapt processes, introduce common standards and
reduce operating costs, while continuing to offer a positive,
consistent customer experience. In addition, there was a
need to build a new flagship application to support the
launch of the 4G service and associated EE brand.
How Accenture Helped
Initially, EE engaged Accenture to provide a consistent
functional experience and platform availability covering
the two core “Your Orange” and “My T-Mobile” self-care
applications across four major mobile platforms (iOS,
Android, Windows Phone and Blackberry). This was achieved
through Accenture’s agile and scaled global delivery
capability and mobile ‘apps factory’ delivery model with
development and test teams creating native applications
across the selected platforms. The new applications
quickly achieved high customer satisfaction ratings in the
application stores.
Next, Accenture was engaged to develop a new mobile
self-care application to support the launch of the 4G service
and new EE brand. The company saw this as its “signature
application” – in which all of its 4G customers would
interface and to the application that would be infused with
the brand values. Collaborating closely with EE’s chosen
brand agency and user experience allies, the new My EE
application was developed using ‘encapsulated’ HTML5
technology, and successfully launched on time.
By harnessing the latest application development techniques
using HTML5, EE is now able to easily coordinate content
across the web and its application as well as simplify its
application delivery capability, helping to reduce on-going
support and maintenance costs. This allows EE to take
advantage of the rapidly evolving mobile ecosystem.
As a result of the engagement, Accenture earned the
opportunity to become EE’s preferred application supplier,
leveraging its experience, approach and constant cycle of
development and innovation to offer informed insight into
future application delivery.
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High Performance Delivered
To create a simple, straightforward mobile application, which is easily understood by
the end user, is far from simple. It requires a great deal of experience, along with a
structured development process for success. The ongoing maintenance and ability to
facilitate a consistent customer experience is also important in laying the foundation
for an improved customer relationship. Accenture understood these requirements
and leveraged its years of experience in mobile applications and enhancing the
customer experience to deliver on all EE’s expectations for an effective, high-quality
and customer-pleasing mobile application. With Accenture’s help, EE moved the
applications on all of their mobile platforms up to a consistent standard with respect
to look and feel and functionality, which strengthened its brand messaging and the
efficiency of its mobile platforms.
Despite the complex nature of this project, Accenture was able to deliver a new suite
of applications under extremely tight timescales to support all three of EE’s brands and
meet the crucial EE 4G service launch date. The Accenture supported applications are
now available to 26 million EE, Orange and T-Mobile customers via the EE network,
helping to ensure customers enjoy the preferred 4G experience and trust EE with their
digital lives.
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About Accenture
Accenture is a global management
consulting, technology services and
outsourcing company, with more
than 319,000 people serving clients in
more than 120 countries. Combining
unparalleled experience, comprehensive
capabilities across all industries and
business functions, and extensive research
on the world’s most successful companies,
Accenture collaborates with clients to help
them become high-performance businesses
and governments. The company generated
net revenues of US$30.0 billion for the
fiscal year ended Aug. 31, 2014. Its home
page is www.accenture.com.
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Digital, plans, implements and manages
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