Cas client - Telecom
Relance des ventes digitales (opérateur telecom) - Scaling Digital and Data & omnicanalité - coporate
One of the European subsidiaries of this international telecommunications operator has experienced stagnation in online sales and a continuous decline in sales volume share compared to other, more expensive channels. Whether for sales, service, or online assistance, digital contact points have stopped growing.
Mission
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Quickly restore the share of digital channels in terms of sales and service transactions.
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Implement appropriate action plans for sustainable improvement of digital channel performance in an omnichannel environment.
Solution
Short-Term Actions (“Crash Program” Mode):
-Collaborative Diagnosis: Assess the situation with teams, focusing on commercial performance.
-Immediate Update of the Commercial Action Plan: Adjust operational levers and align all stakeholders.
-Reinforcement of Performance Monitoring: Implement tracking measures, corrective actions, and follow-up.
-Adoption of a Continuous Improvement Culture: Implement fast-cycle feedback loops.
-Daily Coaching of the Existing Team: Provide ongoing support to strengthen skills.
Long-Term Strategy:
-Adapting Organizational Models: Improve governance, measurement culture, and business/IT collaboration.
-Developing a Commercial Roadmap Beyond the Current Month: Anticipate marketing strategies and sales levers.
-Clarifying the Audience Strategy: Align with the brand’s overall strategy.
-Updating the Technological Strategy: Plan platform migrations and balance investments between strategic and tactical projects.
-Team Strengthening & Expertise Growth: Bring in senior talent and enhance internal expertise.
-Follow-Up Support for Six Months: Ensure team autonomy and sustainable results.
Résultat
-Online sales turnaround within three months, with a 6-percentage-point increase in digital channel share.
-Operational and structural realignment of the digital channel within two months.
-Revised collaboration model with other sales channels and IT teams within four months.
-Defined and engaged immediate and long-term development plans, with full stakeholder alignment by the end of the project.
-Empowerment of the internal team to sustain improvements independently.
