Openreach builds and maintains the UK’s national broadband network, wholesaling to roughly 700 communication providers who own the end-customer relationship. For decades that structure placed the customer conversation one layer removed from the team doing the work, with each partner running its own notifications, confirmations, and messaging in its own voice. Seven hundred partners meant seven hundred versions of what the customer actually heard. Engineers were driving to empty houses for appointments customers had never had confirmed, and inbound calls arrived frustrated after conflicting information passed down the chain. End-customer sentiment ran through a survey layer that was hard to reconcile with internal metrics, with Trustpilot at 1.6 and NPS at roughly zero. Openreach saw the opportunity to close that engagement gap directly, at scale.