Telecommunications

The expansion of digital high-performance networks is opening up new business models in the telecommunications market. New participants are entering the market, and existing constellations are undergoing a transformation. Cost-efficient digital processes, new partnership models and optimized customer contact strategies play a decisive role in this process.

Challenge of the industry

The cost-intensive expansion of high-performance networks, both for 5G and for fiber, is increasing the pressure on network operators to be profitable. Private customers in particular are not yet willing to pay more for the more powerful network - the added value for applications suitable for mass use is not evident, and there is a lack of mature use cases.

Forward-looking positioning in the market is becoming a challenge, as new digital ecosystems with new participants are emerging. Telecommunication providers must position themselves clearly in order to maximize their value creation. However, the successful market entry of international tech companies in the digital environment shows that this is possible. For telecommunication companies, digitization is also an opportunity for growth. As an example, data analytics and generative artificial intelligence enable the creation of compelling customer experiences in the core business as well as the succesful development of new business.

Scope

Markt- und Kundenanalyse:

Datenbasierte Analyse des Wettbewerbs und der Kundenzielgruppe, Ableitung von Best Practices

Positionierung und Wertversprechen:

Definition einer wettbewerbsfähigen Positionierung und Ableitung kundenzentrierter Wertversprechen

Produktdefinition und Erlösmodell:

Entwicklung eines kundenzentrierten Produktportfolios, Definition der Erlöslogik, Bestimmung von Preispunkten

Berechnung eines detaillierten Business-Cases mit Umsatz- und Kostenprognose, Investitionsplanung, Cash-Flow Analyse und Rentabilitätsbetrachtung Betrachtung

Kommerzielle Machbarkeit:

Definition relevanter Marketingkanäle und Ableitung konkreter Marketingmaßnahme

Vermarktung:

Aufbereitung von Pitch-Deck Unterlagen basierend auf Projektergebnissen

Investorengewinnung:

Strategy:

digital target goals, business models and value propositions, partner strategies & management (selection, steering), ecosystem monetization.

Product and innovation development:

product and proposition management, pricing & value proposition, innovation management.

Marketing & Sales:

lead-to-conversion management, omnichannel management, sales performance management, scalable go-to-market approaches

Customer Value Management:

Personalization & Next Best Action, Omnichannel & Campaign Management, Prevention, Retention & WinBack

Customer Care:

customer service excellence, service portfolio optimization, sales-in-service

Organization & Processes:

Program/project/process management, transformation support, organization and change management

Data & Analytics:

Predictive and Classification Models, Customer & Operational Insights, Monetization of Data

Growth opportunities

Use cases for 5G and fiber:
  • Development of applications and products to improve customer conversion to the new networks for higher customer profitability and amortization of roll-out costs.   
Central role in ecosystem:
  • Benefit of negotiating position towards potential partners as well as development of new opportunities through central positioning in digital ecosystems   
Value-based business models:
  • Development of new business models for additional value breadth and depth as well as optimization of cost structures through outsourcing of less value-added business areas 
Data-driven processes & decisions:
  • Combination of internal and external data as well as greater automation of processes using generative artificial intelligence for cost efficiency and faster time-to-market  
Optimized customer approach:
  • Personalized customer contact strategy for new and existing customers across the entire customer journey for better conversion rates and higher margins

Our reference projects

Problem of the client

Our client from the telecommunications industry was unable to leverage potential in cross- & upselling with existing customers as well as in retention with its existing internal structure and Marketing Automation technology (MA technology). With the existing setup, it was not possible to achieve the company's goals for increasing the conversion rate by means of personalized campaigns. For these reasons, campaign management was to be reorganized and the existing MA technology was to be upgraded to state of the art.

Our solution for the customer

For our client, we restructured the MA team as well as their processes for campaign implementation, defined clear roles and responsibilities and included the requirements for modernizing the MA technology. Specifically, we solved the following issues for our client:  

  • Interim management of the 10-person MA team
  • Restructuring of the MA team including capacity planning  
  • Analysis and optimization of the campaign implementation process and campaign briefings  
  • Definition of requirements to modernize the MA technology  
  • Proof of concept of the new MA setup by means of first use case

Problem of the client

Changed conditions in the context of the legislation on fair consumer contracts (monthly cancellation right) led to an increase in cancellation statements from customers in our client's "postpaid" contract business in the telecommunications industry. It was necessary to develop targeted measures for cancellation prevention and to anchor them sustainably in the organization.

Our solution for the customer

Development of a data-driven prevention model for B2C retention of fixed and mobile customers across all customer contact channels. The solution included:  

  • Development of a data-driven prevention model based on generated customer insights.  
  • Conception of a customer contact strategy for trigger-based and personalized action playout  
  • Calculation of the business case and derivation of an implementation roadmap  
  • Definition of test scenarios, setting up pilots and iterative adaptation of measures  
  • Management of the technical implementation and process-related adaptation within the organization for the sustainable integration of the prevention model with the result of significantly reduced contract cancellations.

Problem of the client

Our client from the telecommunications industry has identified considerable potential in terms of costs and time-to-market in online marketing. Online has a very high relevance in the company's sales channel mix. In order to leverage this efficiency potential in a sustainable and measurable way, it was necessary to develop and implement a clearly defined governance model.

Our solution for the customer

Based on an analysis of the status quo and comparison with industry best practices, several approaches to possible governance models were developed both within the division and with external stakeholders:  

  • Identification of weaknesses in the current governance model (responsibilities, committees, processes, decision making).  
  • Design of a new, agile process for central, structured idea generation as well as the development of an evaluation framework and definition of clear responsibilities  
  • Implementation support within the organization and continuous iterative adaptation and optimization of the new governance model based on sprint results  
  • As a result of the project we achieved significantly shorter time-to-market, cost savings and lower CPO in the online channel for our client  

Problem of the client

Due to the high diversity in our client's product portfolio and channel structure, the existing commission model in sales showed potential for optimization. As part of the revision of the commission model, it was necessary to develop a dynamic model that ensured the profitability, transparency, comprehensibility and controllability of the commission structure.

Our solution for the customer

Development of intelligent approaches to commission calculation and evaluation of the strengths and weaknesses of the different approaches:  

  • Identification of weaknesses in the existing commission model and development of measures for model optimization.  
  • Creation of commission concepts, simulation of different model versions and derivation of recommendations for action  
  • Evaluation of different scenarios for model implementation and creation of a roadmap for successful implementation of the final selected model.

Customer references and memberships

Telefónica Germany

Ulf Michaelis, Director Customer Service & Sales

"We have been working with Mücke Roth & Company for years on a basis of trust. The company delivers what it promises in conception, implementation and over-fulfillment of ambitious sales goals. We are very satisfied. Many thanks for the very good work."

Telefónica Germany

Ulf Michaelis, Director Customer Service & Sales

"We have been working with Mücke Roth & Company for years on a basis of trust. The company delivers what it promises in conception, implementation and over-fulfillment of ambitious sales goals. We are very satisfied. Many thanks for the very good work."

Unitymedia/Vodafone

Christian Hindennach, Chief Commercial Officer and Member of the Management Board

"Mücke Roth & Company provided us with significant support in professionalizing sales.  With the support of MRC, we were able to demonstrably increase sales performance by up to 100%. What sets MRC apart? Focus on results and cooperation at eye level - that's how consulting projects should work."

Unitymedia/Vodafone

Christian Hindennach, Chief Commercial Officer and Member of the Management Board

"Mücke Roth & Company provided us with significant support in professionalizing sales.  With the support of MRC, we were able to demonstrably increase sales performance by up to 100%. What sets MRC apart? Focus on results and cooperation at eye level - that's how consulting projects should work."

Telefónica Germany

Nina Emschermann, Head of Telesales, Retain & Sales in Service

"MRC helped us to realize a significant increase in sales in customer service. The result: increase in sales performance by 30% - without any loss in customer satisfaction. No other project to date has delivered such an increase in performance. MRC was responsible for the conception and significantly supported the implementation - across locations and teams. Thank you."

Telefónica Germany

Nina Emschermann, Head of Telesales, Retain & Sales in Service

"MRC helped us to realize a significant increase in sales in customer service. The result: increase in sales performance by 30% - without any loss in customer satisfaction. No other project to date has delivered such an increase in performance. MRC was responsible for the conception and significantly supported the implementation - across locations and teams. Thank you."

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Excerpt of our customers

Alexander Bernecker

Partner and Industry Lead Telecommunications

Alexander's passion lies in the optimal design of customer relationships. And he does this for both companies and their customers. His consulting focus is therefore on increasing value and stabilizing customer relationships through insights & analytics, personalized customer management via omnichannel structures and operational excellence. His professional background is strongly influenced by international operational responsibilities in Marketing & Sales, Customer Management & Experience as well as Product & Proposition Management. Most recently as Sales Director of a German IT company, before that as Chief Commercial Officer at a telecommunications group or as Marketing Director of the former Eplus.

Mail: a.bernecker@muecke-roth.de

Alexander Bernecker

Partner and Industry Lead Telecommunications

Alexander's passion lies in the optimal design of customer relationships. And he does this for both companies and their customers. His consulting focus is therefore on increasing value and stabilizing customer relationships through insights & analytics, personalized customer management via omnichannel structures and operational excellence. His professional background is strongly influenced by international operational responsibilities in Marketing & Sales, Customer Management & Experience as well as Product & Proposition Management. Most recently as Sales Director of a German IT company, before that as Chief Commercial Officer at a telecommunications group or as Marketing Director of the former Eplus.

Mail: a.bernecker@muecke-roth.de

Annalena Pohl

Manager

Annalena is an expert in telecommunications. She brings many years of experience from various positions and projects at telecommunications providers. In addition to increasing the value of the classic mobile core business, she has already successfully built up new, innovative business areas such as gaming as a project manager and developed and marketed use cases for monetizing the 5G network.

Mail: a.pohl@muecke-roth.de

Annalena Pohl

Manager

Annalena is an expert in telecommunications. She brings many years of experience from various positions and projects at telecommunications providers. In addition to increasing the value of the classic mobile core business, she has already successfully built up new, innovative business areas such as gaming as a project manager and developed and marketed use cases for monetizing the 5G network.

Mail: a.pohl@muecke-roth.de