Success Stories

Omnichannel Transformation to Enhance Customer Experience and Improve Topline Revenue

The client, a global telecommunications company, aspired to be the #2 service provider in the Hungarian telecommunications market. The client wanted to make significant strides to achieve their goals but due to siloed legacy stacks and fragmented IT landscapes, they were unable to attract new customers. To add to their woes, poor online experience and disjointed customer journeys made them lose their existing customers thereby increasing their customer churn rate. Besides these problems, their online channel had contributed to just 3% of their total revenues and high call volumes to the contact center increased their operational costs drastically.

The client, then engaged Virtusa as a primary vendor of choice. Virtusa helped to transform their legacy estate, improve their topline revenue, and deliver a seamless, consistent omnichannel experience. This was all done across web, mobile, contact centre, retail, and affiliate channels while reducing operational cost at the contact centers.

  • The Challenge

    The client was facing challenges with new customer acquisition and high churn rate which had a direct impact on their topline revenue. These challenges were primarily attributed to reasons such as:

    • Online sales contributed to only 3% of overall sales
    • Fragmented and duplicated customer journeys
    • Six product catalog updates were required to launch a new offer
    • Three customer management applications and multiple online channels
    • Business critical applications running on unsupported software
  • The Solution

    The proposed solution (powered by SAP-Hybris) was to implement a single platform to deliver consistent and seamless experience across customer touchpoints including online, call centers, retail outlets, and mobile devices. Virtusa leveraged Agile methodologies and own system development life cycle (SDLC) automation tools to deliver the solution in a short duration. The transformation included the following:

    • Rationalized their online platforms
    • Consolidated multiple product catalogs to a single product catalog
    • Standardized and rationalized 500+ products
    • Implemented a single-view of the customer
    • Loyalty management enabled through recommendation engine and customer analytics
    • Delivered seamless and personalized customer experience across channels
  • The Benefit

    The key business benefits delivered include:

    • Five percent increase in top-line revenue through cross channel handover
    • Forty percent reduction in time-to-market by reducing multiple applications to a single application
    • Thirty percent improvement in online sales through much improved and engaging user interface
    • Twenty percent improvement in cross-sell, upsell opportunities via personalized and contextual offers

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