Sales Digital Transformation from Within
Designing best-in-class customer journeys while coaching, facilitating, and providing on-the-job training to empower the client’s teams to become self-sufficient.
About
A telecom company aims to become a world-class digital leader through an ambitious transformation program. To ensure success, specialist coaches are needed to support internal teams, foster design thinking and agile practices, and deliver optimized B2B customer journeys.
The user experience in this project was designed to start with the user's need identification and end with the signing of a sales contract between the company and the customer.
It was developed for both SME and enterprise & government segments, with similar trends emerging across dimensions due to shared influencing factors.
The Strategy
In Stage 1, we led the design of the lead-to-cash customer journey while coaching, facilitating, and providing on-the-job training to empower the client’s teams to become self-sufficient.
In Stage 2, we shifted to coaching, training, and guiding as the client’s team applied their newly acquired skills and tools, taking ownership of designing the remaining journeys.
The Research
Customer Journeys: Stakeholder and customer interviews were conducted with GMs, VPs, and representatives from SMB, Enterprise, and Government segments. Additionally, benchmarking and trends analysis were performed, covering the competitive landscape, market dynamics, technological advancements, consumer trends, and best practices. To further enhance capabilities, skills training was provided on conducting interviews and developing effective interview guides.
Training: Sessions on primary and secondary research were conducted, and training materials with handbooks were developed.
The Analysis
Throughout our research and user interviews we uncovered different behavioral patterns, attitudes, ways of interacting and expectations.
Amongst them, we identified two main variables that strongly influence the way they make a purchase decision and the way they interact with the company.
Our mindset definition emerges when we cross these two variables. Each quadrant defines a different mindset.
The Re-imagination
A detailed service blueprint was created to map the end-to-end customer journey, illustrating frontstage and backstage interactions, key touchpoints, and supporting processes. Concepts such as user actions, service interactions, and operational workflows were incorporated to ensure a seamless and efficient experience.
