Interactive Simulator Case Study

Innovative Approach

To leverage the richness of existing intelligence, Dectech worked closely with teams across BT Group including commercial, finance, product, and strategy. Beyond the collection of data, Dectech worked with the teams to understand its history, how it was gathered and the ways it was being used.

The resources included:

• Market Intelligence: Ofcom statistics on each provider’s customer base and growth in the broadband and mobile markets
• Competitor Intelligence: Internal and public data on providers’ churn rates and revenues per customer
• Consumer surveys: Regular tracking of switching patterns, identifying where customers are flowing to and from
• Pricing Research: Insights from previous pricing research conducted for mobile and broadband across BT Group
• Financial Data: Important drivers of profitability and value, such as costs to acquire and to serve customers
• Behavioural Data: Analysis of existing customer behaviour, including mobile and broadband data utilisation rates

In addition, we used our Behaviourlab online randomised controlled trial (RCT) experiment to measure price elasticity. Behaviourlab is an immersive, online behavioural approach that replicates, as closely as possible, the real-world environment that people experience in their customer journey. These online choice experiments explored a wide range of broadband and mobile scenarios for BT Group brands and competitors. They tested changes to BT and competitor pricing, product range, and proposition features such as speed and data allowance.

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