In a dynamic sector like telecommunications, operators must constantly innovate and adapt to the changing needs of their customers. Sofrecom, with its expertise in quantitative and statistical studies, recently supported an international operator in a strategic project. This article explores the mission, the employed methodology, and the client benefits achieved through this support.
The project
Sofrecom was commissioned to conduct quantitative studies, including experiments, surveys, and concept tests, to provide precise and actionable insights before the commercial launch of new products and services. The mission lasted for 17 months in 2019, involving close collaboration with the operator's marketing teams.
The methodology adopted by our experts
Sofrecom adopted a rigorous and structured methodology to ensure reliable and actionable results. Here are the key stages of this methodology:
1. Framing study projects with marketing teams
- Initial diagnosis: Understanding the operator's specific needs and defining the objectives of each study. This phase ensured that the studies would align with the operator's strategic expectations.
- Planning: Developing a detailed project plan, including necessary resources, deadlines, and expected deliverables. This step structured the work and defined a precise schedule.
2. Drafting and administering questionnaires
- Questionnaire design: Drafting online questionnaires tailored to the objectives of each study. The questions were designed to be clear and relevant to maximize the quality of the responses.
- Online administration: Distributing the questionnaires via the Orange Lab website, an online community of 50,000 Orange France customers, including 20,000 employees. This large respondent base allowed for the collection of representative data.
3. Processing and analyzing results
- Data collection: Aggregating participant responses and verifying the quality of the collected data. This step involved rigorous checks to ensure data reliability.
- Statistical analysis: Using tools like Excel and statistical software to analyze the data. Advanced techniques such as cross-tabulations, ANOVA, and linear regression were employed to identify trends and key insights.
4. Presenting results and operational recommendations
- Results presentation: Creating detailed reports and PowerPoint presentations to share the results with the marketing teams. The results were presented clearly and concisely, facilitating understanding.
- Recommendations: Formulating operational recommendations based on the obtained insights. These recommendations were designed to be directly actionable, helping the operator make informed decisions.
Client benefits
Sofrecom's support brought numerous benefits to the international operator, including:
- Precision and reliability of insights:
Thanks to a rigorous methodology and the use of specialized tools, the studies provided precise and reliable data. This allowed the operator to better understand customer expectations and behaviors, reducing uncertainties related to new product launches.
- Anticipating customer needs:
The quantitative studies identified emerging trends and future customer needs. This gave the operator a competitive advantage by anticipating market demands and adjusting its offerings accordingly.
- Optimizing products and services:
Operational recommendations based on study results helped the operator adjust and optimize its products and services before their commercial launch. This reduced the risk of failure and increased the chances of success, while improving customer satisfaction.
- Saving time and resources:
By outsourcing the quantitative studies to Sofrecom, the operator could focus on its core activities while benefiting from the expertise of a specialized team. This resulted in time savings and more efficient use of internal resources.
- Improving customer satisfaction:
By better meeting customer expectations thanks to the insights obtained, the operator improved customer satisfaction and loyalty. This contributed to sustainable business growth and a better brand image.
Conclusion
Sofrecom's support was crucial for this international operator, enabling it to make informed decisions and better meet customer expectations. Through a rigorous methodology and relevant operational recommendations, Sofrecom helped the operator optimize its products and services, anticipate market needs, and improve customer satisfaction. This exemplary collaboration perfectly illustrates the importance of quantitative and statistical studies in the telecommunications sector.
