Experience Transformation
A smarter and fairer way to manage and enjoy TV licences
UK Media | 2021
MY ROLE
CX Strategist & Design Team Lead
IMPACT
2.3mi
New licences triggered by new customer enablers (2021/2027)
£154mi
Cost savings enabled by new engagement practices
+37% customer NPS
paired with faster than anticipated digital adoption
+59% employee NPS
paired with a desacceleration of the employee turnover
CONTEXT
The BBC needed to modernise the management of its TV licences, long perceived as punitive, costly, and demotivating for staff. The existing process hindered digital adoption and weakened customer relationships.
CHALLENGE
How might the BBC shift the narrative from policing to partnership to more effectively tackle the revenue issue?
SOLUTION
The BBC used this as an opportunity to embrace digital thinking. I led a transformation programme grounded in ethnographic research with both customers and employees. Journeys were redesigned, self-service solutions deployed, and internal tools introduced to transform employees’ day-to-day work.
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
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