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- September 21, 2024
Digital Strategy for Regional Telecom Provider
JLA analyzed the sales mix and competitive impact, recommending a strategy and business case for an omni-channel experience.
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About the client
A regional telecom provider offering mobile, internet, and TV services in select U.S. markets.
Primarily relied on traditional sales channels, such as call centers and retail stores, to reach customers.
The Challenge
01
E-commerce sales for telecom services were steadily increasing, but the COVID-19 pandemic accelerated the shift towards digital channels and e-commerce as consumers sought to select and purchase services online.
02
Competitors were leveraging advanced digital sales channels and innovative omni channel offerings like Buy Online and Pick Up In-Store (BOPIS) to gain a competitive edge and attract new customers.
JLA Approach
- JLA conducted a comprehensive market analysis to understand evolving trends and channel preferences for telecom services, including a segmentation analysis of high-income earners, Generation X, and Millennials.
- Analyzed telecom operators and competitive initiatives to identify opportunities to leverage digitization and automation to drive sales and reduce reliance on sales channels like retail and call centers.
- Mapped the customer journey, including the concierge approach currently offered by the client, and analyzed key metrics such as cancellation rates, channel mix, cost of sale by channel, and more.
- Designed a new customer journey, outlining key touchpoints and required features to deliver a seamless digital experience for end customers.
- Developed a detailed business case that quantified the potential gains from efficiency improvements, including lower churn, reduced retail footprint, call center savings, and commission savings, while also outlining the necessary investments in upgrading the digital experience.
Outcomes
01
A revamped customer journey map outlining the end-to-end digital channel experience, including key touchpoints and essential features and functionalities.
02
A detailed business case and implementation plan outlining the necessary investments, timelines, and anticipated benefits over time
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