British Telecom rings changes

BT chief executive Peter Bonfield has promised to reverse the telco's corporate culture and improve its long-criticised service to customers.

Speaking at the annual Telecommunications Managers Association conference in Brighton last week, Bonfield said: 'We are trying to change the spirit of BT. Obviously BT is a large organisation, but we want people experiencing delays and unhelpful attitudes to find out we are saying to our people that this is unacceptable.'

The pledge follows a history of low service achievement at the company. A survey of 1,500 TMA members earlier this year ranked BT fifth behind Colt, MFS, Kingston and Worldcom for customer service in the UK.

Under its so-called Personal Commitment Programme, BT will work towards users' timescales rather than its own, the company claimed. Delivery dates will also be prioritised, as will faults on services that are key to customers' businesses.

One TMA member at the conference told Bonfield he felt lucky to have had only six different account managers and four service centre changes in the past five years. BT has now promised that it will give its customer at least six weeks' notice of account management changes.

Another telecoms manager said: 'I couldn't help feeling that we've heard this customer-facing focus strategy mission statement before. What will be different this time? Why haven't similiar statements in the past actually produced a better relationship with the customer?'

Bonfield responded: 'We are going to continue to make sure that we understand your needs.'

? Report by VNU Newswire