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CAPABILITY


South American Telecom: Standardized sales platform via Oracle

Accenture’s role in the implementation of a Sales Force Automation system - Oracel Siebel CRM.

Overview

By implementing a system that standardizes its sales processes on a unified platform, this company has a more competitive sales force that can serve customers cost-effectively.

This leading South American telecommunications company had seen increasing competition across all product lines and customer segments in the past decade. To respond quickly and maintain its firm footing in the industry, the company wanted to develop a new platform that would help streamline customer sales and marketing operations, enable more responsive processes for serving and growing customer accounts and reduce the total cost of associated operations due to licensing, infrastructure and application maintenance.

They turned to Accenture for help with implementing an Oracle Siebel solution that met its immediate and long-term performance goals. As the company’s new sales platform evolves into a mobile sales platform, it will make the sales force even more agile and flexible – and further reduce the time from customer order to product installation. These and further improvements in the sales process will lead to stronger sales results and customer satisfaction, which will help the company remain a leader in the South American telecommunications market.

Opportunity

To maintain its leadership position in the market, the company needed to consolidate multiple sales systems and redesign sales and marketing processes to serve multiple businesses and customer segments efficiently and comprehensively.

The business recognized that with a new platform, it could improve sales performance and increase sales results by making the company better able to negotiate with customers and more quickly respond to offers made by competitors. The company also wanted to build a solid foundation for future growth and knew that current systems did not comply with the latest security policies and architecture standards or feature disaster recovery.

The new platform would need to be standardized for the entire business-to-business market (small and medium businesses, large corporate accounts and wholesale) and across different sales channels, including internal sales teams and sales partners.

Facing a demanding timeline, the company recognized that it did not have the resources or internal expertise to develop and implement a unified platform to support all its businesses and customer segments. It turned to Accenture for help implementing an Oracle Siebel solution.

Solution

To deliver the platform this company needed, Accenture drew upon its history with the company, its deep understanding of the company’s processes, operations and system environments and its demonstrated ability to execute large, complex projects.

Accenture’s solution used the Oracle Siebel CRM 8.0 package with an eCommunications vertical, which used such modules as Accounts, Opportunities, Activities, Quotes, Orders, Agreements, Product Configurator, ePricer and Product Promotions.

To help the business better focus on analytics, Accenture also helped implement the Oracle Business Intelligence (BI) suite, which provided sales and marketing teams better insights into sales force performance, as well as a pilot for a mobility module that helped sales agents perform sales tasks on the go. Accenture services included:

  • System implementation. Providing assistance with the new system’s design, build, user acceptance testing and rollout.

  • Training. Accenture “trained the trainers,” helping the company’s resources replicate the training for more than 7,000 end users.

  • Change management. Preparing and executing communications, confirming organizational readiness for the new processes and systems and aligning stakeholders’ expectations.

  • Application maintenance. Providing updates and maintenance to the new system after delivery.

Results

The company’s sales force has become more competitive, agile, flexible and able to approach customers more effectively and with higher quality services. Customer satisfaction has increased because new sales processes have led to fewer manual tasks and a reduction of errors and time needed to deliver services.

Due to the reduction of manual tasks, the time from customer order to product installation decreased. The company was also able to reduce the time to market to launch new product promotions.

Other sales process improvements included the company’s ability to:

  • Improve control over the frequency of visits to important customers.

  • Identify and approach customers whose contracts with competitors are ending.

  • Eliminate divergences between products agreed upon with clients and the actual billing statements.

  • Increase flexibility in client negotiations with rapid price and discount calculations and automated approval process for special conditions and investments.

  • Keep IT systems updated with the latest versions to give internal customers a better user experience.

With the new sales system in place and Accenture’s help with user training, the company’s new sales capabilities included:

  • Real-time price calculation – dynamically calculating the price of the quote during the negotiation stage, including offers and discounts.

  • Discount and investment approval process – defining the thresholds of discounts that each level of company hierarchy can provide and the level of approval needed.

  • Centralized product catalog – implementing all products onto the Siebel Product Configurator with their structures, components, attributes, constraints, cardinalities, eligibility and compatibility rules.

  • Wallet share – the sales force knowing when client contracts are up with competitors (and when to make an offer).

These and other improvements in the sales process will lead to stronger sales results and customer satisfaction, which will help the company remain a leader in the South American telecommunications market.


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