“ The trend that can be seen is that the time for delivering changes is shortening , you have a smaller window of opportunity ”
— Jan Hruska , CTO , Czech Republic
“ The trend that can be seen is that the time for delivering changes is shortening , you have a smaller window of opportunity – and it ’ s getting even shorter with things changing overnight . People are going more online following lockdowns , though many telcos are still selling through traditional channels .”
Fortunately , the bedrock to this constant change has been O2 ’ s Customer Relationship Management ( CRM ) system , which chalked up its second anniversary in October .
The success lies in its common interface simplicity which is designed to provide the same service and clarity of information , irrespective of whether you ’ re a first-time customer or seasoned shop assistant .
“ It wasn ’ t digitised initially , as most processes finished with a stage that had to be completed physically – but now we are 80 % digitised ,” he says . “ You can combine bundle services in the CRM and everything can be finished online . Normally IT and marketing are separate , but we wanted to create one team that ’ s focused on the customer experience and are the gatekeepers of the system .”
Dusan Bystriansky , Director of Emeldi Technologies , a leading software provider to the telco industry , explains how its relationship with O2 Czech Republic stretches back to 2001 .
Reflecting on O2 ’ s implementation of the Emeldi Commerce ® Version 5.2 , he says : “ O2 was really quite brave – they went with a big bang when it came to the scope of transformation , not just with order management , sales and customer care but also they combined three billing systems into one .
Emeldi provides an ‘ omni channel ’ CRM for all sales and support channels , which is supported by single consolidated customer and product catalogue repositories . The platform ’ s unified architecture provides digital commerce and CRM functionality in a single application .
277
businesschief . eu