BT Shop connects performance and conversions with insights

BT Shop, the consumer-facing retail division of British Telecom, leverages New Relic to enhance cross-departmental collaboration and improve customer experience on its e-commerce platform. Initially, different teams like development and e-commerce used separate tools—New Relic and Google Analytics, respectively—leading to inefficiencies and communication barriers. By incorporating New Relic, BT Shop has created a unified platform that fosters collaboration across teams, providing comprehensive visibility into customer journeys and enabling a data-driven approach to decision-making. This integration allows various teams, from marketers to customer service, to use shared dashboards to monitor customer experience metrics, such as site response times and campaign performance, thereby aligning technology improvements with business outcomes. The transformation has not only improved BT Shop’s ability to respond to customer issues and optimize features but also facilitated a shared understanding of business performance across different functions, accelerating decision-making and enhancing the overall customer experience.