With the need for digital transformation on the rise, telecoms operators must respond to a growing demand for high-performance, accessible Internet solutions to build customer loyalty and retain customers. Sofrecom helped a major telecoms player implement a strategic project aimed at deploying innovative Internet solutions and improving the customer experience.
The customer's need: Meeting connectivity and customer experience challenges
The customer wanted to update its “Internet at home” offerings and improve the user experience for its subscribers. Its main objectives were to:
- Deployment of innovative technical solutions: the customer wanted to implement advanced technologies such as FttH (Fiber to the Home), Point to MultiPoint (radio), FDD and TDD to meet connectivity needs in varied geographical areas.
- Optimizing customer paths: it was essential to redefine customer paths, particularly digital ones, to offer a fluid and intuitive experience.
- Marketing strategy and competitive positioning: the customer needed support in defining an appropriate marketing strategy, including pricing, competitive benchmarking and effective communication campaigns.
- Management of organizational impacts: the project involved significant changes within the teams, requiring anticipation of organizational impacts and rigorous management of workloads.
Sofrecom methodology: a structured, collaborative approach
To meet these needs, Sofrecom mobilized its expertise in project management, strategic marketing and organizational transformation. Here are the key stages of our support:
1. Framing and building project teams
Our experts began by defining a clear strategy based on the technological mix to be deployed. A “who's who” was created to identify stakeholders and set up multidisciplinary project teams. This step ensured optimum coordination between the various players.
2. Implementation of project management tools
Specific tools were deployed to ensure rigorous project monitoring, including detailed schedules, task trackers and risk management matrices. These tools enabled us to anticipate potential obstacles and propose appropriate solutions in real time.
3. Marketing study and 360° deployment plan
Our experts carried out an in-depth market analysis, including a competitive benchmark and mystery visits to assess industry practices. On this basis, a comprehensive marketing strategy was developed, including:
- Definition of offer pricing, supported by a business case analysis;
- Design of a marketing campaign incorporating street marketing and appropriate operational elements;
- Geomarketing analyses to identify priority areas for the deployment of technical solutions.
4. Review of customer paths and organizational impacts
Our support also focused on formalizing the end-to-end technical architecture and redefining customer paths, with particular emphasis on digital paths. In addition, we designed appropriate processes and procedures, while identifying the organizational impacts, including increased workloads for certain teams.
5. Site monitoring and coordination
Throughout the project, our experts ensured rigorous site monitoring, reporting identified risks and drafting arbitration notes to facilitate decision-making.
Customer benefits: Concrete, measurable results
Thanks to Sofrecom's support, the customer was able to achieve its strategic and operational objectives. Here are the main benefits observed:
1. Successful technological deployment: FttH, Point to MultiPoint, FDD and TDD solutions were deployed in priority areas, offering high-performance, reliable connectivity to end users.
2. Optimized customer experience: new customer paths, especially digital ones, have significantly improved user satisfaction, strengthening brand loyalty.
3. Effective marketing strategy: the customer's competitive positioning was strengthened thanks to a well-defined marketing strategy, including competitive pricing and hard-hitting campaigns.
4. A better-prepared organization: organizational impacts were anticipated and proactively managed, enabling teams to adapt quickly to new workloads.
5. Exemplary project management: team coordination and rigorous site monitoring enabled us to meet deadlines and budgets, while minimizing risks.
Sofrecom's expertise
This project is a perfect illustration of Sofrecom's core competencies in digital transformation and telecommunications. During this project, our specific expertise enabled us to meet our customers' challenges and provide them with operational solutions:
- Marketing strategy and market research: pricing, competitive benchmarking, 360° marketing campaigns.
- Technological expertise: FttH, Point to Multipoints, FDD, TDD.
- Customer experience: digitalization, process and procedure design.
- Project management and PMO: building and leading teams, site monitoring, risk management.
- Change management: impact identification and team support.
