Frontline Thoughts_January 2023 TEST

LIFE THROUGH THE EYES OF A FRONTLINE ADVISOR Frontline Thoughts BOBBY REGAN January 2023 | 1 Sales Advisor Insert name Contact Centre In this edition • The road to new EE • Having more Personal conversations with customers • Getting more Personal with each other January 2023

This pack is here to: • Keep a finger on the pulse of what excited and engaged our people in the last 6 months. And why. • Spot and fix potential future challenges for the frontline. And how we address these through our comms, engagement and messaging It’s been a busy, exciting and often turbulent 6 months for our frontline – a time that’s been full of change in and out of the business. Internally, Marc announced that EE would become our lead brand, colleagues would TUPE from BT to EE, and that our ambitions to become the most personal, customer-focussed brand would begin to ramp up. Outside the business, we witnessed the With CPI just around the corner, and the passing of the Queen, political unrest cost of living crisis showing no signs of and the revolving doors at No.10 Downing slowing down, it’s certain to be a difficult Street, and the hard impact of the rise winter for many of our customers – of household bills and the general cost and colleagues. of living. 2 | Frontline Thoughts

Despite this, our comms strategy has been focussed on: 01 The road to new EE Continuing to drive excitement around the journey to new EE following Release #2, gaining momentum towards Release #3, and identifying frontline’s role in new EE’s future success – with a focus on the Need States 02 Having more Personal conversations with 03 customers Weaving our Household 100 ambition into the hearts and minds of our frontline teams, using this as a chance to have better conversations with customers about their needs, the needs of the household and how we can play a greater role in customers’ lives Getting more Personal with each other Continuing to lift our people up, raise smiles and support them through the difficult moments, while showing a greater social and ethical conscience in light of the economic situation January 2023 | 3

fSaroco,twnuthalalitlny’seo’snmoiunrds? We captured some soundbites from our frontline to help see things from their perspectives. Here’s what’s on their minds, at the moment. 4 | Frontline Thoughts

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01 The road to new EE Consumer Live CONSUMER LIVE Short summary HERE 6 | Frontline Thoughts

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01 The road to new EE Release 2 releas MAKING IT ABOUT MORE Being hyper-Personal has been key for the Release comms and the cascade of all the important messages – giving our frontline colleagues around the UK an opportunity to feel a part of something special, and to be part of the journey every step of the way. While in the middle of the often chaotic Golden Quarter, front- line colleagues dragged themselves away from the phones and shop floors to pose for Founder selfies with their new EE Hoodies, watch the live broadcasts with their teams, ask any- thing on their mind – and more. 8 | Frontline Thoughts

se #2 gotta THAN JUST THE MERCH love some stats: OVER 1k viewers for the retail ‘watch-party’ broadcast 285 founder photos submitted January 2023 | 9

With something for everyone to enjoy, the stores and centres were buzzing all day. Our teams continued to wear their hoodies and beanie hats with pride – and they’re already eager for the next drop! Local leadership were on hand throughout to entertain any unanswered questions for the crowds, keeping the energy high, before everyone went back to work, excitedly looking towards our future – with New EE. 10 | Frontline Thoughts

gotta love some stats: 1k entries to our gaming competition over 3k advisors joined the contact centre ‘watch-party’ call January 2023 | 11

But there’s still a lot for us to do. As excited as they are for the future, Frontline are telling us they aren’t exactly clear what’s happening when, what to expect, or when to expect it. Some even thought New EE was live now, and commented that the change didn’t feel any different. Frontline are especially keen to hear how New EE will show up differently for them – not just our customers. Things often still feel disconnected between channels – as though we’re not one team, and the feeling’s that there’s a long way still to go on systems and the tools they use. 12 | Frontline Thoughts

“the 'something is cycoaouumsiwnehgdabctuo’ tnmfweusesscaioagnne.’”htatsell “mtuhcehwshtryonnegeedrs.”to be ma‘“lNraaeeruwkfneicExtEheienwddgoi’nanutn’ntedtfriTlenVetalahldilnysg–s wfoornu’tscohnatnhgeefarnoyntthliinnge.” January 2023 | 13

01 Journey to new EE aspire YOUR NEXT PAGE, IN OUR NEXT CHAPTER ASPIRE is our award-winning personal development programme which takes colleagues on 12 to 24 month journey towards their desired role, receiving a mix of digital and face to face learning and tools to support their growth and development along the way. It’s recognised in and out of the business as THE personal development programme – as it gets bigger and better every year. We want colleagues of all backgrounds to feel excited about New EE and their future within it. We want them to know that they have the choice and opportunities to own their career, in a way that’s personal to them; to build the career they want, their way. Personal runs throughout Aspire. We’ve shared dozens of personal colleague stories, aiming to inspire colleagues to take the plunge with their careers; whether they’re parents, part-timers, students or disabled. We held Aspire virtual launch parties across the country, bringing Consumer colleagues together in key locations as well as at the BT Tower. And we’re celebrating Aspire. gotta Those that attended the love some stats: BT Tower Aspire 2000 applications for Aspire launch event gave it 700 successful applicants 10/10 14 | Frontline Thoughts in terms of enjoyment

Over The events were a brilliant way for colleagues to watch 4000 the start of their journey unfold together, meet new users of the Career App so far, usage and different colleagues to increased 8% in September and traffic share their experiences with, and learn about the value of increases over 30% when we do a networking and the influence comms drop of having a great mentor behind you. The events received overwhelmingly positive feedback that has fuelled plans to expand the Aspire experience for 2023. January 2023 | 15

02 Commercial success 16 | Frontline Thoughts

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