Openreach, the UK’s largest wholesale broadband provider, is on a mission to deliver Ultrafast Full Fibre Broadband to 25 million homes in the UK by 2026. However, building the connections that matter isn’t just about the infrastructure. To support the rollout of its full fibre mission, Openreach also needed to deliver compelling and seamless customer experiences through its digital platforms.
That’s where NTT DATA and Adobe got involved. As Openreach’s Development Partner, we worked with Adobe to build a more agile, customer-friendly Content Management System (CMS) that could keep pace with growing demands for connectivity.
What was the challenge?
Despite the increasing rollout of full fibre networks, many consumers don’t fully understand the step up it represents from legacy copper cables. Openreach's aim is not just to deliver better connectivity but to educate and engage consumers throughout the UK.
Openreach faced a significant roadblock with its on-premises content management system (CMS), which constrained website performance and made adapting to customer needs efficiently a near-impossible task.
To achieve its ambitious goal, Openreach needed its website to deliver clear, personalised customer experiences and real-time updates. With over 70% of its website visitors eager to learn about full fibre in their area, Openreach needed a digital upgrade - one that offered flexibility, efficiency, and accessibility for readers.
Developing a high-performance cloud CMS
As Openreach's chosen Development Partner, NTT DATA collaborated with Adobe to transform Openreach’s digital experience. By leveraging Adobe Experience Manager as a Cloud Service, we built a high-performance, cloud-based Content Management System (CMS) which now enables Openreach to deliver dynamic, engaging content effortlessly.
The key for success was to move away from a rigid, on-premises setup to a cloud-native solution. As a result, Openreach gained the ability to rapidly scale in response to fluctuating web traffic and evolving content demands. Faster load times and more personalised content were now well within reach, having a significant impact on user experience. Openreach saw a 33% increase in customer satisfaction after moving to our cloud-based CMS.
Bringing in NTT DATA’s expertise
Adobe’s ‘out of the box’ functionality was another key ingredient. These are ready-made components and templates that reduce the need for extensive customisation. Essentially, it means that Openreach’s digital engineers can quickly develop and deploy new features without starting from scratch. As a result, development time for new features was reduced by an impressive 93%.
For instance, Openreach’s Fibre Availability Checker, a tool that allows users to determine if full fibre is available in their area, would have previously taken several months to develop. Thanks to NTT DATA’s agile deployment methods, the tool went live in just two weeks, offering real value to customers in record time.
We not only accelerated project timelines but also helped upskill Openreach’s internal teams, laying a strong foundation for continued innovation and improvement.
Reflecting on our accomplishments, David Bulman, Head of Digital and Content at Openreach said: “NTT DATA is a great development partner. The team improved our skills so we can develop everything right the first time”.
What were the results?
Customer satisfaction climbed by 33% and the website has also seen bounce rates drop by 16%, clearly demonstrating that a faster, more seamless digital experience keeps users engaged. Improved load times have also paid off in terms of search engine visibility: Openreach now benefits from a 16% increase in visits from search and an impressive 48% boost in overall website traffic.
Beyond performance gains, this new cloud-native CMS has transformed how Openreach manages content. Updates are now more efficient and consistent, as content authors can make a single change that automatically propagates across all relevant pages. This ensures brand consistency and significantly reduces the risk of errors. Reusable components have streamlined the implementation of accessibility standards, delivering a more inclusive experience for all users.
Looking ahead, Openreach is not just equipped to keep pace with demand but to stay ahead of it. With its new agile digital infrastructure, the company can quickly scale services, deploy new customer-centric features and personalise interactions – ensuring it remains at the forefront as customer expectations for connectivity continue to evolve.
If you’d like to know more about how we can transform your customers’ digital experience, take a moment to get in touch and arrange a 45-minute consultation.