A leading Swedish telecom operator, part of an international group head-quartered in Sweden, faced challenges in realizing its growth ambitions. The company sells telecom services to both consumers and businesses. Differ was engaged in developing a customer strategy for the client’s B2B unit, with the overall purpose of increasing up- and cross sales – in an effective way.
The Swedish telecom market is a highly mature market with focus on increasing customer loyalty. In addition, with a constant flow of new innovative players and technology (e.g. IoT, free communication providers), the industry is under an intensive period of change and disruption. Increased level of customer focus and digitalization have been identified by the client as key elements to keep its competitiveness. This means leverage sales efforts on customer insight and move towards a more relevant interaction with the customer – on both face-to-face and digital channels.
Within the B2B unit, the client had ambitious growth targets. The client was faced with a trend of increasing customer churn. Too much resources were spend on acquiring new customers. Sales and CRM activities lacked proper analytics and insights and were often “gut-feeling based”. The B2B customer segmentation was based on number of employees and not on customer needs and preferences.