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Britain’s biggest telecoms company BT initiates turnaround

A woman talks on her phone as she passes the BT building in London, the UK. It is an attempt to jump-start a stalled turnaround under embattled CEO Gavin Patterson, whose efforts to transform BT into a modern communications provider have been undermined by regulatory issues, pensions and accounting fraud, which have led to investor disquiet as its share price tumbled to five-year lows. On Wednesday it set out a strategy from consumer boss Marc Allera to offer seamless services such as supercharged broadband to provide customers with faster speeds and a hub offering the best TV content to counter BT’s image of a former telecoms monopoly dogged by bad customer service. BT, which runs the country’s biggest broadband network, bought market-leading mobile operator EE in 2015 as part of its drive to modernise the group, acquiring a brand synonymous with superfast connectivity and popular with young Britons. While it has already stripped out costs by integrating back-office functions, BT will now provide customers with a more joined-up offering, backed by a marketing campaign and a move to improve its customer service reputation by bringing its call centres back to Britain and Ireland by 2020.

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