Interactive Simulator Case Study - Impact

Democratisation of insight

The BT-Dectech partnership has transformed how insight around pricing is produced, shared and consumed.

Combining the richness of BT’s intelligence into an evidence-based customer choice model, the simulator has become the reference tool for pricing decisions across brands and teams.

The variety of engagement strategies – workshops, story-driven recommendations, the simulator tool, and ad-hoc advice – ensure this work meets different audiences where they are, embedding insight across every level of the organisation.

Client Feedback

We couldn’t have done this work alone. We see Dectech as an extension of our team, and this year’s pricing work has been central in transforming the conversation across the group and enabling real-time decision-making. It is astonishing to see the speed at which this work has spread and is continuing to engage people across brands, teams and roles.

Georgina White, BT Group Insight Director

Bigger bets

The work has facilitated difficult conversations and given decision-makers confidence to make bolder decisions.

BT needed to overhaul its broadband portfolio to respond to changing customer needs and competitive threats. The simulator enabled the commercial team to forecast the impact of their strategy, to assess the robustness to competitor response, and to fine-tune pricing to maximise value.

The recently launched portfolio is a confident reset of pricing, and positions BT to courageously compete in the growing market for ultrafast fibre broadband. Initial evidence shows that the new strategy is driving significant additional market share.
The work has also driven other high stakes decisions including the launch of unlimited mobile data plans.

Client Feedback

Working with Dectech has been central in going beyond understanding commercial success solely through customer volumes and company revenues to incorporating the behaviour behind those numbers. Customer Lifetime Value gives us a future-proofed measure, which captures the complexity of today’s telecoms market. By combining customer behaviour and commercial outcomes this common metric is facilitating key conversations and driving bold decision-making across the board.

Jon Hurry, Managing Director of Product Strategy and Portfolio

Ongoing impact

The work continues to be used to make important commercial decisions.

The simulator saves time and resources by providing a tool to address pricing questions as they arise, without having to wait for a new cycle of research on each occasion.

It is currently informing decisions around mobile tariff restructuring, out-of-contract pricing, and the wholesale pricing strategy for mobile network infrastructure.

Ultimately, embedding BT Insight in such key decisions is allowing the voice of the customer to be heard in conversations it would have previously been left out of.

Client Feedback

Our collaboration with Dectech has had a tremendous impact on the way we do business. It has given us commercially focused recommendations that we can easily action. Beyond the clear recommendations, we also have a simulator tool where we can directly engage with and see the richness of our pricing insight. This stellar work has and still is providing us with clear guidance, while actively engaging decision-makers across the organisation.

Mel Bales, Head of Broadband and Voice Portfolio

MRS Award

The work won the MRS Award for Insight Management 2020.

Judges from the MRS said that the work from Dectech “shows how vast amounts of information can be harnessed with clear success across all levels of a business.”

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