Welcome back to Ringside. Besides our own leading lights, this series invites insights from business leaders beyond our walls. In partnering with others to help create the future of work, we\u2019re curious to uncover a broader perspective on business communications. This episode focuses on Luke Coleman from BT Enterprise.<\/p>\n
As propositions manager for BT Enterprise, I lead the development of customer-centric value propositions for our different GTM channels including SME, mid-market, private and public sector \u2013 a real wide cross-section of the UK business market! My team’s focus is on identifying the customer pains, needs and business outcomes when it comes to communication and collaboration and specifically how we address them with our comprehensive IP voice \/ cloud unified communications<\/a> (UC) portfolio, which of course includes BT Cloud Work<\/a>.<\/p>\n I love working across a really wide range of stakeholders in order to develop the best propositions that genuinely help customers meet and exceed their business objectives \u2013 often, in ways that they may not have even thought about. I\u2019m lucky that I get to spend time with our customers, analysts, market leading vendors like RingCentral, sales, marketing, finance and product teams in order to understand, develop and take BT propositions to market. I couldn\u2019t think of a more exciting space in which to be right now.<\/p>\n The key changes I\u2019ve seen have been twofold; a fundamental shift in customer expectations when they\u2019re communicating with a business and the shift in employee expectations from the tools that they are given to communicate with. If organisations don\u2019t adapt and embrace these changes in their business operating models, it\u2019s never been easier for both customers and employees to take their service to another business. This has become far more common now than earlier in my career.<\/p>\n My work involves ensuring we have a comprehensive and compelling IP proposition for customers to move to ahead of the PSTN (WLR) switch-off in 2025<\/a>. One of the key inhibitors that customers mention to me is the \u2018risk\u2019 of moving their business communications to IP right now and wish to delay the decision to upgrade and focus on other initiatives. However, with this fundamental shift in customer and employee expectations, I believe that one of the biggest risks to businesses is actually not embracing what IP voice and collaboration services have to offer today and delaying that decision.<\/p>\n\t\tIn what ways has business communications changed over your career?<\/strong><\/h2>\n