EE and Lightico Win Gold at the ECCCSA Awards for Digitising In-Store Retail Journeys
Posted on Nov 25, 2025 by Gaby Young
Joint programme with Amdocs delivers £120 million in incremental revenue and achieves 100% FCA and Ofcom compliance across more than 500 EE stores
London, 25 November 2025 – Lightico, the customer journey orchestration platform, today announced that EE, the UK’s largest mobile network operator and part of BT Group, has won Gold in the “Most Effective Application of Technology to Enhance the Customer Experience” category at the 2025 European Contact Centre & Customer Service Awards (ECCCSA).
The award recognises a joint programme between EE, Lightico and Amdocs that digitised in-store handset financing across EE’s retail estate, replacing a paper-heavy, fragmented process with a fully digital journey completed on the customer’s own device or a store tablet. The rollout was completed nationwide ahead of this year’s iPhone launch, one of the busiest trading periods on the retail calendar.
The problem: A Broken In-Store Journey
Before the programme, completing a Flex Pay handset finance application in an EE store involved seven separate tasks spread across disconnected systems. Guides worked from paper scripts to capture terms and conditions, gathered wet signatures, and had no reliable way to confirm whether a customer’s chosen handset was actually in stock. When it wasn’t, customers were frequently asked to accept home delivery instead of walking out with a device that day.
The result was measurable revenue leakage and inconsistent compliance. EE estimated that about one in eight potential in-store revenue was being lost to abandonment and the customer experience fell well short of the standard set by EE’s contact centre and digital channels.
The Solution: One Connected Journey, Built for Compliance
EE partnered with Lightico to bring the entire Flex Pay journey into a single, mobile-first flow, and with Amdocs to connect that flow into EE’s existing systems without disrupting core infrastructure.
The new journey lets store guides launch a finance application from any device on the shop floor. Customers complete product selection, credit checks, review, and eSignature themselves, either on their own phone or a store tablet. Real-time stock data is synced into the flow at the point of sale, so guides can confirm availability before the customer commits. FCA and Ofcom compliance controls are built into every step, ensuring full compliance for every customer.
Lightico’s no-code orchestration layer allowed the journey to be configured and deployed across more than 500 stores in a matter of weeks, with minimal disruption to store teams and no changes required to EE’s core systems.
The Results
Since going live, the programme has delivered:
- £120 million in incremental revenue
- 100% FCA and Ofcom compliance across every in-store interaction
- 13% uplift in conversion for financed handset sales
- 7 minutes faster in-store transactions
- +51% increase in Flex Pay financing completions
- +10 points improvement in customer NPS
- 90 seconds lower average handling time
- 20% faster sales for store guides
“This programme should be the blueprint for what digital transformation should look like in retail,” said Dean Hankey, Senior Manager – Digital Product Owner at EE. “With Lightico and Amdocs, we equipped our stores to deliver fully digital financing journeys, fast, secure and compliant. The result was faster transactions, happier customers and store teams, and a significant commercial uplift, all delivered in time for our most critical launch of the year.”
“This initiative is a clear example of what is possible when orchestration, integration and business leadership align,” said Shelly Myers, VP Customer Success at Lightico. “The impact on customer experience, compliance and revenue was immediate, and the delivery speed shows the power of a no-code approach.”
The Next Chapter for EE and Lightico
Retail is the first fully digitised milestone in a broader programme of work between EE and Lightico. Lightico’s platform already underpins parts of EE’s contact centre and self-service journeys, and both companies are continuing to explore where journey orchestration can remove friction and strengthen compliance across the wider BT Group. For EE and Lightico, the retail rollout marks the start of a deepening partnership, not the end of it.
About EE
EE is the UK’s largest mobile network operator, part of BT Group, serving millions of customers across mobile, broadband and converged services through its retail, digital and contact centre channels.
About Lightico
Lightico is a customer journey orchestration platform that helps regulated enterprises digitise complex, compliance-heavy processes across every channel, from contact centre and self-service to in-person retail. Founded in 2015, Lightico is trusted by leading organisations including HSBC, BNP Paribas, GM Financial and BT to run millions of customer journeys every year, combining speed and conversion with compliance built in by design.
About Amdocs
Amdocs is a global provider of software and services to communications and media companies, helping providers connect, innovate and transform through the integration of customer-facing technology into existing systems.
Notes to Editors
For media enquiries relating to Lightico, please contact Gaby Young, [email protected]