A major European operator is developing offers that enable third-party operators in France to connect their business customers via its fixed network infrastructure. These offers are grouped into two product ranges: the Core Ethernet range on dedicated optical fiber and the Optimum Ethernet range on shared optical fiber, which are also available for the Public Initiative Networks within the Orange Concessions scope. These offers are evolving in a highly regulated but also highly competitive market, where other operators are deploying their own solutions and infrastructures. The level of commitment and the customer experience are therefore key differentiating factors between operators.

In this context, the Fixed Enterprise Wholesale Marketing Department of this operator has enlisted the help of wholesale market experts from Sofrecom to launch a network virtualization and softwarization offer, a real innovation and market share challenge. Sofrecom has improved customer journeys through internal processes and underlying IT chains and has led the commercialization plan to optimize the success of the offer launch.

"The product strategy was also consolidated and improved in an approach based on customer feedback, thanks to the customer experience expertise brought in and which has been passed on.”

An Agile and Customer-Centric approach

To prepare for this launch, Sofrecom's teams implemented a Customer-Centric methodology based on a customer pilot and customer path. This approach has led to pragmatic KPIs and iterative and incremental commercialization to always be in line with market needs.

To achieve this, Sofrecom's consultants organized coaching on the design of the Customer Experience. A customer-oriented and agile approach was deployed, both in the business and technical departments, with the transmission of agile and customer experience expertise as well as an increase in team competence.

Both existing and new journeys have been reinforced through the implementation of Customer Feedback Management and a customer pilot established by Sofrecom.

For long-lasting, sustainable benefits

The impact of Sofrecom's support has allowed the client to reduce the actual costs of telecom services (specifically, product TCO) and improve the flexibility of innovations and deployments. This project has enabled true IT and network convergence and a well-aligned and controlled product roadmap. 

From a human approach, the teams were able to acquire more agile and customer-oriented work methods, taking away a complete toolbox: team perspectives, sprint planning, the expression of customer pathways, a framework for customer feedback, etc.

Our client recognized our expertise in customer focus and transformation, as well as our agile approach.

"In such a short time, the mission allowed us to put the needs of marketing at the center of IS discussions and priorities in a customer-oriented approach. In addition, the project methodology was optimized, and the team adopted an Agile and CX approach that will continue in the future.”.