Binita Jilka

Head of User Adoption at BT, Binita Jilka tells us about the service her team provides to help customers launch communications solutions, as well as why we're not 'just' a broadband company.

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What do you do and what does your team do?

I head-up BT User adoption services which is a professional service to help our customers launch their new BT Unified Communications solutions to their people. We ensure our customers people are aware and ready to start using their new service. We start by understanding the user behaviour change required. Then creating awareness and educating people. And finally, giving people the skills and encouragement, they need to continually self-learn new features and enhancements.

This ensures fast and maximum adoption of the service as well as helping customers achieve their business goals from their investment. 

Some people think that we’re ‘just’ a broadband company. Do you want to break the myth?

Yes, the business unit I sit in provides organisations with all their digital workplace tools I.e., calling, meetings and contact centre solutions. Also, we do not just provide the technology but the service wrap to ensure the technology is a success. BT provides first line support, project management, onboarding specialists, monitoring, service management and user adoption support. 

How is BT driving innovation?

BT is driving innovation in many ways especially with the focus on automation and digitalisation. This is a key priority for me and my team as we are building new ways to support our customers i.e., with on-demand video consultancy from a specialist, downloadable launch kits, utilising new communication channels and in the app education for people. This approach allows us to scale and provide customers with fast agile support which we have struggled to compete with, but now we can and with the extra benefit of BT experience and expertise.

How do you go from working in Marketing to lead a massive portfolio in voice-based Cloud? What are the transferable skills?

I started my career in marketing for Unified Communication (UC) solutions, then evolved into proposition building followed by delivering user adoption programmes for our large global customers. With the experience and knowledge gained, I was promoted to head-up BT User adoption services responsible for continuously developing the methodology we use and managing the delivery. My marketing skills have been transferred as I need to market the user adoption service internally and externally. Also, user adoption delivery includes marketing to the end-users. We need to treat user adoption programmes like a marketing campaign if we are to persuade and convince people to use their new service. 

Why is it important to have functional collaborative tools and, does that have an impact on our customers?

It is important we have and use the latest collaboration tools in our roles. It is through using and being the end user that helps us to help our customers. Our user adoption programmes include support on ‘why to use’, ‘when to use’ and ‘how to use’ the knowledge and experience of this comes from using the tools and experiencing them first-hand. Also, confidently using these tools when working with customers indirectly demonstrates the tools and its value.

What’s your favourite collaborative tool and why?

My favourite collaborative tool is Microsoft Teams because it’s simple to use and allows you to integrate any app making it truly the one place to collaborate and work from. 

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