The customer service work will be overseen by BT marketing chief Amanda Mackenzie. It will run as a consistent theme throughout all future advertising activity and will support BT's latest tagline 'More power to you'.
BT has briefed all staff about the initiative, which comes into effect this week. It is viewed internally as a critical part of its strategy, which is focused on providing broadband and mobile services.
The company is ploughing more than £5m into TV and radio work through St Luke's, which will focus on three customer service guarantees. These include the right to speak to a person when calling BT rather than a computer and the right to expect an engineer to turn up on time.
MacKenzie said: 'We have to differentiate ourselves because we are BT, which is why we are so focused on delivering what we promise to our customers.'
_1.jpg)
.jpg)
