EE’s digital platforms and organisation have expanded rapidly over the last five years as a result of a strategic digital transformation initiative that saw the establishment of a separate digital division that included commercial product owners, UX professionals, software development teams and technology and online service operations, analytics and insight teams.
To meet the ever increasing expectations of its customers and to support the ambitious growth and channel shift targets of the business over the last 18 months, EE undertook a significant investment programme to leverage its core digital platforms for marketing, sales and service more effectively to drive brand engagement, customer acquisition and digital service adoption.
To accelerate the time-to-market of new product launches, digital campaign delivery and service improvements, Jonny Wooldridge, Digital DevOps Director for EE, implemented a scaled agile operational model and organisation, focused around autonomous “squads” who deliver
A suite of Adobe products, with Adobe Experience Manager at its core, have formed a central “experience integration platform” that allows EE to provide customers with a seamless experience across multiple portals, service sites and commerce engines.
As a trusted strategic partner to EE, NTT DATA provided the squads to develop the Adobe platform enhancements end-to-end and the quality assurance of EE’s entire digital estate, whilst also supporting the evolution of the division towards a real-time DevOps organisation, providing coaching and technical dashboarding and operational support to deliver on the vision for the organisation.
Working from a range of locations, from London to Leeds to Bangalore, we established highly collaborative interdisciplinary teams around the customer lifecycle that were able to work increase the rate of platform releasing by a factor without sacrificing the quality of delivery or detracting from
During this evolution, the customer usage and satisfaction with the brand as well as the quality and stability of the digital platform have increased massively with record numbers being achieved for acquisition, retention and first contact resolution of service issues.