Provided consultancy services to one of the largest RO telecom operators for a full commercial redesign of the Business Commercial Division:
2010 – We have assisted one of the largest RO telco operators in reviewing its business customer base segmentation and also to further enhance this segmentation based on additional variables in order to improve operational efficiency and sales force performance in line with Customer First initiative
Scope of Work: review and redesign of the Sales Force Allocation Segmentation (Customers Segmentation; Sales Force Allocation; Project Management)
Project structure:
- Analysis of existing segmentation model
- Definition of Target Segments
- Definition of Sales approach
- Define Organizational model & implementation Roadmap
Covered area of business integration:
- Sales and Customer Management B2B
- Customer Segmentation
- Human resource management and change management
AS-IS assessment of current segmentation model and relevant market research existing in the Client’s organization.
Target segments selection and organizational structures to support proposed segments according to Client’s goals and objectives; The proposed segmentation model:
- Segments identification – set of criteria used and how they contribute to the identification of each of the proposed segments;
- Segments characterization – segment characteristics that make the model operationally efficient;
- Segment evaluation – value-based characteristics of each proposed segment;
- Recommendations for the Client on how to efficiently allocate the Sales Force and address target segments – tools and resource allocation;
2009 – We have assisted Romtelecom to implement a Sales Force Automation (SFA) system to improve the efficiency and visibility of the sales, with little need for customization
| Client challenge |
| •Evaluating options to implement a Sales Force Automation (SFA) system to improve the efficiency and visibility of the sales efforts.
•Desire to implement a small scale SFA application that would require as little customisation as possible and be able to produce results in terms of improving the efficiency of the sales activities and provide sales efforts monitoring capabilities as soon as possible. |
| Key activities |
| •We defined the SFA system scope.
•We supported the client in the system selection phase. •We assisted Romtelecom during the system implementation process. We prepared final drafts of dashboard and report templates according to designer manual. |
| Outcomes |
| •Business requirements of the SFA system which can be used by the Company to issue the Request For Proposal (“RFP”) and the list of vendors to whom the Request of Proposal should be issued .
•Design of „tender documentation for SFA solution”. •Tender execution and support. •Preparation for change management. |
| Client challenge |
| •Romtelecom was interested in reviewing its business customer base segmentation and also further enhancing this segmentation model based on additional variables in order to improve operational efficiency and sales force performance in line with Customer First initiative. |
| Key activities |
| •To assess the current segmentation model and existing market researches/studies for the business market.
•To propose an optimal segmentation model to meet the new marketplace challenges. •To assist Romtelecom in the planning and implementation phases of the proposed segmentation model. |
| Outcomes |
| •Analysis of previous segmentation model.
•Segmentation model definition. •Target segments definition. •Definition of sales approach. •Organizational model & implementation roadmap. •Assistance during implementation. |
2010 – We have assisted Romtelecom to identify the status of business customers data stored in Romtelecom’s systems and to identify areas for improvement in order to enhance data quality, data capturing, data storing and data storage
| Client challenge |
| •The scope of the Data Cleansing work-stream was to identify the status of business customers data currently stored in Romtelecom systems and to identify areas to be improved in order to enhance data quality, data capturing, data storing and data usage.
•The ultimate goal was to build the business customers contact database which would allow for 1-to-1 communication with them, with significant impact in all customer relations organizations: Corporate Sales, GBM Sales, KA Sales, Marketing Business, BSC. |
| Key activities |
| •Analyze current quality of business customers data including current issues and causes which generated them.
•Business requirements identification. •Data profiling and data quality assessment. •Assistance During the Data Cleansing. •Establish business customer data capturing principles. |
| Outcomes |
| •Recommended mitigation measures.
•Data cleansing workflow. |
2011 – We have assisted Romtelecom to estimate what is the percentage of spending with Romtelecom and/or Cosmote services within the total telecom spending in the analyzed business customers segments and to identify potential value of revenue growth for each segment
| Client challenge |
| •Estimate what is the percentage of spending with Romtelecom and/or Cosmote services within the total telecom spending of the analyzed business customers segments.
•Identify potential value of revenue growth for each segment – number of companies based on which this potential can be realized. |
| Key activities |
| •Dedicated Market Research (performed by third party).
•Comparison of internal Romtelecom & Cosmote data vs. public data. •Computation of Share of Wallet information. |
| Outcomes |
| •Estimation of average spending per employee per key product group in the defined business customers segments (e.g. split per industry and number of employees).
•Coverage of clients among all Romanian companies in the predefined business customers segments •Romtelecom / Cosmote Share of Wallet in each of the proposed business customers segments. •Product category analysis. •Next steps definition. |