EE Achieves £120M Revenue Uplift and 7-Minute Faster Transactions with Lightico and Amdocs

Industry: Telecommunications

Use Case: In-store handset financing digitisation

Channels: Retail stores (500+ locations)

Technology: Lightico Journey Orchestration Platform

Partners: Amdocs 

Closing The Omnichannel Gap

As the UK’s largest mobile operator, EE has long been at the forefront of digital innovation. Prior to this initiative, the company had successfully deployed Lightico’s journey orchestration platform across its contact centres and self-service channels, enabling fully digitised, compliant customer interactions for complex sales and service use cases.

Yet despite this progress, EE’s retail stores remained the final gap in its omnichannel experience. In-store journeys still relied heavily on paper-based finance applications, wet signatures, and disconnected systems, creating inefficiencies for staff and friction for customers. These legacy workflows were especially painful during high-volume events like handset launches, where delays and manual errors could lead to lost sales and customer dissatisfaction.

This gap posed a significant threat to EE’s vision of a seamless, fully digitised customer experience across all channels. Closing it became a top priority and the focal point for one of the company’s most commercially critical transformation efforts.

EE, Lightico and Amdocs formed a strategic delivery triangle to address the challenge, combining agile orchestration, robust integration and enterprise-scale execution.

Friction, Fragmented Process & Fustrated Customers

Before Lightico, in-store transactions were fraught with friction:

• 7 separate tasks, fragmented across systems and teams
• Manual workarounds and physical paperwork
• Frustrated customers walking out due to missing stock
• Risk of non-compliant financing journeys
• 13% lost revenue opportunity due to abandonment

These challenges created friction for staff and customers, especially at high-volume moments like new device releases.

A Fully Digital, In-Store Finance Experience

EE’s goal was simple. A customer should be able to walk into any store and leave within minutes with a fully financed handset in hand, with no paperwork and full compliance.

Delivering this required:

• A single digital journey across product selection, compliance, financing and provisioning
• A mobile-first customer experience completed on the customer’s device or a store tablet
• Real-time validation, regulation-safe steps and instant decisioning
• A deployment that could be rolled out nationwide ahead of the iPhone launch timeline

Fast, Compliant In-Store Financing

EE deployed Lightico’s Journey Orchestration Platform across its nationwide store network, enabling full in-store financing journeys to be completed in real time on a customer’s phone or a store tablet.

The digitised flow included:

• Product selection synced with the visibility of stock in real-time
• Integrated financing journey with eSignature and acceptance capture
• Real-time validation and compliance controls (FCA, Ofcom)
• Instant provisioning so customers could walk out with their new device, financed and activated

The result was a retail experience that matched EE’s contact-centre standards; fast, frictionless, and fully compliant.

Scaling Digitisation

To achieve this transformation at speed and scale, EE partnered with both Lightico and Amdocs, forming a strategic triangle that balanced orchestration, integration, and operational excellence.

EE championed the transformation internally, aligning product, operations, retail and compliance stakeholders around a shared customer experience outcome.

Lightico provided the no-code orchestration layer, enabling rapid journey design and immediate deployment to store teams.

Amdocs delivered the integration and implementation foundation, ensuring the new digital journey connected smoothly into EE’s broader architecture.

This close collaboration ensured that the customer experience uplift was not just fast and compliant, but also fully embedded within EE’s operational and IT frameworks.

Revenue Growth, Faster Journeys, Full Compliance

The impact of the programme was significant and measurable. EE achieved:

• £120 million in incremental revenue uplift attributed to increased financing adoption and faster transactions
• 13 percent uplift in conversion rates for financed handset sales
• 7-minute faster in-store transactions
• 100%  FCA and Ofcom compliance
• One-visit journeys completed with no paperwork
• Improved employee experience through reduced paperwork and process clarity

These results were delivered ahead of the iPhone launch, meeting one of EE’s highest-demand trading periods.

Speed, Compliance & Collaborative Execution

A key reason for the programme’s success was the ability to scale fast, without heavy IT lift or operational disruption. Lightico’s platform was deployed across more than 500 stores in just a few weeks, without requiring changes to EE’s core systems. 

Speed

Lightico’s no-code orchestration enabled fast configuration and deployment across hundreds of stores.

Compliance by Design

FCA and Ofcom requirements were fully integrated into each step, reducing risk without increasing friction.

Seamless Integration

Amdocs ensured the journey connected with EE’s existing systems without major IT changes.

Unified Teams

Business, operations, technology and retail worked as a single delivery unit to achieve a shared outcome.

Industry Recognition: ECCCSA Awards Winner

This initiative was awarded Gold at the 2025 European Contact Centre & Customer Service Awards (ECCCSA) in the category “Most Effective Application of Technology to Enhance the Customer Experience.”

The judges highlighted EE’s ability to execute measurable transformation at scale, with seamless orchestration, integration, and compliance, all delivered at pace in a highly regulated environment.

A Playbook For Telco Retail Digitisation

The EE retail digitisation programme offers a proven blueprint for enterprises seeking to digitise complex, regulated in-person, assisted or self serve journeys without ripping out existing systems. It proves that even the most paper-heavy interactions can be completed digitally and compliantly within minutes.

It provides a playbook for:

• Modernising and digitising retail experiences
• Increasing revenue and conversion
• Strengthening compliance
• Improving frontline efficiency
• Deploying digital journeys at enterprise scale

For telco and CX leaders seeking rapid, low-risk transformation at enterprise scale, speak with Lightico’s team to see how our Journey Orchestration Platform can help you increase revenue, reduce friction and deliver compliant, mobile-first experiences across every channel.

Contact us to schedule a consultation.