Company Profile

  • Mobile and Fixed Telecommunication Services
  • Reseller
  • Strong focus on digital sales

Situation and Objectives

  • Multiple sales channels used
  • Significant spread in cost to acquire
  • No full picture about quality of customers from different channels

Approach

  • Transparency: Mapping of cost/channel with customer life time/channel
  • Involvement: Every channel head had to assess the impact of a) doubling the budget or b) halving the budget
  • Simulation: Straight forward tool optimizing channel mix based on elasticity assessments of client’s sales management team

Results

  • First time full picture about life time margin including acquisition cost
  • Significant changes in channel-mix
  • Strategy toward own, digital, captive channels

Impact

  • High acceptance for change through high involvement
  • 6% more sales with same budget

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