Cell C’s CRM portal lacks a comprehensive and cohesive 360-degree view of the customer, leading to challenges in coordinating between their three lines of business and managing 14 different department-specific CRM portals. This fragmentation hinders effective customer management, resulting in suboptimal customer experiences, inefficient workflows, and missed cross-selling opportunities.

ProblemStatement

BusinessGoals

Primary:

Develop a unified CRM portal for the telecom company that provides a seamless 360-degree view of the customer across all lines of business and departments.

Secondary:

To improve coordination, enhance customer management capabilities, streamline workflows, and enable cross-functional collaboration,
To enhanced customer experiences, increased operational efficiency, and improved revenue generation through effective cross-selling and upselling.

UXObjective
&Goals

Understanding 'as-is' model and structure of multiple departments and their CRM Portal
Understanding current workflow of users across 12 different departments
Understanding the function and limitations of ~3 different CRM portals and identify the scope to improve
Eliciting the vision, ideas, pain points of all stakeholders, i.e C-suit executives, senior stakeholders & operational team leaders
To create a centralise CRM portal system which can give access to a 360 view of customer