Experience Transformation
Repositioning BBC’s relationship with the UK citizens
UK Media | 2021
MY ROLE
Head of Strategic Design
IMPACT
2.3mi
New digital licences (2021/2025)
£154mi
Cost savings enabled by new enablement (rather than enforcement) practices
+37% customer NPS
paired with faster than anticipated digital adoption
+59% employee NPS
paired with a des-acceleration of the employee turnover
CONTEXT
The BBC’s TV Licence operation faced high contact-centre volumes, costly manual processes, and public frustration over complex eligibility rules. A lack of clarity generated failure demand and undermined customer trust.
CHALLENGE
How could the BBC simplify eligibility and payment journeys to reduce contact demand, improve compliance, and rebuild trust in a heavily regulated environment?
SOLUTION
As programme lead within Capita’s partnership with the BBC, I redefined the customer-service strategy to transform the TV Licence experience from a cost centre into a self-service model that encouraged voluntary compliance.
Focusing on the biggest source of failed demand — the complexity of eligibility rules — we built an experience economics framework connecting financial outcomes with experience scenarios. This joint approach informed the simplification of the customer journey, proving how clarity could reduce contact volumes and recover lost revenue.
The new design introduced transparent eligibility assessment and streamlined payment flows, giving customers the confidence to self-serve and freeing frontline capacity to support vulnerable audiences.
KEY LEARNING
When customers understand the rules, they self-serve — clarity is the most under-used lever of cost efficiency in customer operations.
SPOTLIGHT
01
A day in the life of an enforcement officer
02
Extract of Customer Insight
03
Reimagining the experience - from enforcement to enablement
CUSTOMER FEEDBACK
"I’m proud to be helping my community instead of policing them." — Former enforcement officer now redeployed to help vulnerable customers
"We have been recognised in the past for our ability to explain the rules - now digital does the heavy-lifting so more customers can focus on what really matters" — Customer services agent with the BBC
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