Lawrence Telfer

Senior Manager, Customer Experience Analytics & Strategy

BT • Fulltime

Dec 2004 - Mar 2025 • 20 yrs 3 mos

● Led a cross-functional team of analysts, survey experts and system administrators to deliver BT's Customer Experience Analytics roadmap, embedding insight into decision-making at all levels. ● Designed and embedded an enterprise-wide NPS driver modelling and predictive engine, forecasting NPS with 85–90% accuracy. Insights directly influenced annual planning and prioritisation of service and product budgets. ● Created and operationalised BT Consumer and BT Business NPS commercial impact models, quantifying ROI of advocacy and financial risks of poor CX. Enabled prioritisation of self-serve initiatives based on measurable customer and business impact. ● Developed a comprehensive CX survey portfolio including new markets (e.g. Gaming, Consumer Electronics), identifying pain points and informing experience redesign. Resulted in +12pt uplift in Overall Satisfaction in key journeys. ● Mentored and coached team members, introducing structured development planning and guiding one direct report from personal crisis back to full contribution. ● Spearheaded the use of automated machine learning tools for verbatim analysis, reducing coding time from days to minutes. ● Initiated and implemented a multi-stage governance-aligned journey improvement framework, aligned to strategic CX KPIs and incorporating feasibility studies, business case development and soft market testing. ● Negotiated and managed vendor relationships, including Medallia, to deliver cost-effective insight and reporting through changing business needs. ● Produced Board-level insight narratives using dynamic data reporting, supporting data-driven investment decisions across the Exec and Non-Exec Boards. ● Supported continuous improvement culture through Customer Feedback Learning initiatives, embedding learning from complaints into strategic change planning.