BT's websites made simpler to navigate
Monday, 9 April 2007
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BT is pledging to improve its relationship with its customers after signing a deal with the US company Endeca to overhaul its website's search engine functions.
The telecoms company has contracted Endeca to base its websites around "guided navigation" so customers are presented with useful service information without spending hours looking for it. Endeca's software offers a more sophisticated system than traditional search engines where users type a phrase into a search box on one part of the site.
"The system provides an overview of the landscape. It's like showing you where the oil is before you start drilling - it helps users discover information they did not know to ask for," said Paul Sonderegger, marketing manager at Endeca.
The technology should help to improve BT's relationship with its customers, he added. Customers can search for information on their accounts and on other BT products and services.
The software is already used on websites for Boots, Nike and Comet although the deal with BT is a landmark win in Europe for Endeca, according to Mr Sonderegger.
Endeca's system will replace software provided by Autonomy, the UK informational retrieval software developer. It declined to say what the deal is worth, but argued that price was not a factor as Endeca's bid was not the cheapest during the contract process.
Mike Davis, an analyst with Ovum, said that BT would look to save costs and to generate revenue by using Endeca's search system. He said that it would not only improve BT's e-commerce sites, thus generating more revenue, it would also reduce customer-service complaints and the cost of dealing with them.
BT also said that it would reduce wholesale broadband prices from 1 May by 9 per cent.
