Faced with increased competition from OTTs, a telco providing services to the B2B market wanted to improve its value proposition and the digital customer journey. The challenge was to provide its customers with an analytics offering. The aim was to develop a digital statistics programme that would enable its customers to analyse the use of the various solutions and services they had subscribed to, and to identify over- and under-used equipment.
Sofrecom's digital marketing experts assisted with:
- Setting up digital reporting and analytics for an initial batch of our client's offers
- digitalising Customer Service Advice to improve the user experience
The success of this 1st stage led our client to extend its programme and entrust Sofrecom with the integration of other services into its digital statistics programme.
Development of a reporting and analytics portal
To achieve this, the digital marketing experts used the agile approach to:
- carry out a needs analysis (Reporting & Analytics) in collaboration with "top customers" and prioritise these needs.
- define the Analytics value proposition and define the key points of the digital customer journey using design thinking.
In addition, the Sofrecom team's analysis of the data identified a number of points to be monitored during the development phase:
- The type of data (usage data, technical data, etc.)
- The owner(s) of the data (sometimes multi-BU)
- The recipient of this data (internal, external customers, end users, etc.)
- The data visualisation solution to display this data.
They organised the project to develop the Reporting & Analytics portal, with Sofrecom's experts working in Agile Scrum mode:
- Leading the various recurring "Team" ceremonies,
- Backlog management,
- Planning des itérations et gestion des priorités au niveau Team,
- "Agile Run" management with prioritisation of developments based on customer expectations
Integration of new products & services and Agile organisation
Satisfied with the result, our client entrusted our team with the programme for integrating new products and services. To manage the many interdependencies between the client's various teams, our digital marketing experts proposed moving from a programme mode involving several Scrum agile projects to a SAFe agile programme at scale.
Results
Our client now has a response to the competition from OTTs that will enable it to differentiate itself and acquire new customers, and the marketing of its new analytics option will enable it to generate a new source of revenue. It has a scalable, agile organisation comprising several trains with more than 160 employees. This enables it to adapt its value proposition and offering more easily to changes in its market
