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MSO E-Commerce Platform

Solutioning, Diligence

Overview

Historically, the cable and telecom industries have followed a marketing and customer relationship blueprint from the twentieth century. Investing in call centers, multi-million dollar CRM systems and marketing through traditional channels such as direct mail, customer acquisition, onboarding and retention costs have been high while organizational agility and learning has been stunted. Sensing an opportunity to efficiently engage customers, a Tier 2 cable operator in North America tentatively launched an ecommerce channel in 2011. The channel quickly proved effective accounting for 100% of the company’s topline revenue growth by 2014. The initiative was clearly a success; however, executive leadership knew the channel’s growth curve was unsustainable without the right strategic investment.

What We Did

Konstrukt was challenged by the operator’s executive leadership to find the technical and functional areas within the e-comm channel that were ripe for improvement. The team from Konstrukt performed a comprehensive review of the channel, meeting with business, operational and technical stakeholders throughout the company. The engagement produced a comprehensive architectural blueprint around which future technical investment could be rationalized. It also provided executive charters for a series of tangible, technical projects that fed budgeting and aligned priorities in the upcoming fiscal year.

Outcome

As part of its recommendations, Konstrukt advocated the use of e-commerce and analytics tools from outside the cable/telecom industry. Adopting these recommendations, allowed the channel to launch a completely new support system in six weeks and a new analytics package in three weeks. The new systems were deployed with minimal involvement from IT at a cost of thousands (as opposed to hundreds of thousands) of dollars. The recommendations helped to not only maintain but increase the channel’s growth. In the fiscal year following the project, the channel surpassed its budgetary targets by achieving 40% year-over-year growth; all while holding staffing constant. By 2016 the channel had surpassed all other channels in revenue was now the number one sales channel for the operator.

MSO E-Commerce Platform

Solutioning, Diligence

Overview

Historically, the cable and telecom industries have followed a marketing and customer relationship blueprint from the twentieth century. Investing in call centers, multi-million dollar CRM systems and marketing through traditional channels such as direct mail, customer acquisition, onboarding and retention costs have been high while organizational agility and learning has been stunted. Sensing an opportunity to efficiently engage customers, a Tier 2 cable operator in North America tentatively launched an ecommerce channel in 2011. The channel quickly proved effective accounting for 100% of the company’s topline revenue growth by 2014. The initiative was clearly a success; however, executive leadership knew the channel’s growth curve was unsustainable without the right strategic investment.

What We Did

Konstrukt was challenged by the operator’s executive leadership to find the technical and functional areas within the e-comm channel that were ripe for improvement. The team from Konstrukt performed a comprehensive review of the channel, meeting with business, operational and technical stakeholders throughout the company. The engagement produced a comprehensive architectural blueprint around which future technical investment could be rationalized. It also provided executive charters for a series of tangible, technical projects that fed budgeting and aligned priorities in the upcoming fiscal year.

Outcome

As part of its recommendations, Konstrukt advocated the use of e-commerce and analytics tools from outside the cable/telecom industry. Adopting these recommendations, allowed the channel to launch a completely new support system in six weeks and a new analytics package in three weeks. The new systems were deployed with minimal involvement from IT at a cost of thousands (as opposed to hundreds of thousands) of dollars. The recommendations helped to not only maintain but increase the channel’s growth. In the fiscal year following the project, the channel surpassed its budgetary targets by achieving 40% year-over-year growth; all while holding staffing constant. By 2016 the channel had surpassed all other channels in revenue was now the number one sales channel for the operator.