BT Group Taps ServiceNow to Bring GenAI & Automation Into Its Contact Centres

BT Group Taps ServiceNow to Bring GenAI & Automation Into Its Contact Centers

The telecom giant is transforming its CX operations with ServiceNow.

BT Group has penned a multi-year agreement with ServiceNow to improve customer and employee experiences. The agreement will see the telecom giant extend its use of ServiceNow’s Service Management portfolio across all BT Group units.

In doing so, BT will utilise new capabilities within that portfolio, which includes ServiceNow’s Now Assist for Telecom Service Management (TSM) solution.

Now Assist for TSM leverages NVIDIA AI – which includes genAI – to support telco customer service teams in summarising customer conversations, case activities, and work notes. In addition, the telecom-specific offering supports agents with the next best actions.

Subsets of BT’s customer care team have already leveraged the summarisation capability as part of a phase one pilot, with 300 contact centre agents utilising the solution. So far, that pilot has enabled these BT teams to reduce their mean time to resolution by a third. The feature has also cut the time agents take to generate case summaries by 55%. Moreover, the time it takes for agents to review complex case notes dropped by the same percentage, enabling more seamless agent handovers.

Hena Jalil, Managing Director & Business CIO at BT Group, said, “Reimagining how we deliver service management requires a platform first approach, building stronger foundations for us to do things faster and smarter. Our approach, powered by ServiceNow and enhanced with AI, will transform customer experience at BT Group, unlocking value at every stage of the journey. In short, it is further evidence to customers that we’ve got their back.”

The announcement comes months after BT Group teamed up with Sprinklr to implement its Unified-CXM platform, with CCaaS a central part of the deal. Many BT Group units can deploy Sprinklr Service alongside ServiceNow’s Customer Service Management (CSM) platform to unlock a broader CX ecosystem.

ServiceNow’s Service Management portfolio extends beyond CSM, and BT will leverage additional capabilities to further bolster B2C and B2B customer experiences.

Additionally, enterprise customers may soon contact BT’s support team within their ServiceNow environments by connecting isolated processes within one digital workflow.