Telco Business Use case
Product Ideation Use case
Questions about the business
1. What is the current customer segment?
2. What are the pain points customers face when purchasing a SIM or porting from one phone network to another?
3. How many locations does the Sales team operate from?
4. What are the security measures to protect subscriber data given the increasing frequency of cyber threats and data breaches in the telecom industry?
5. What are the pricing strategies, value-added services, and differentiation to attract subscribers and gain market share?
6. What are the top two pain points that a sales rep is facing that I want to resolve?
7. What are the security measures to protect subscriber data?
8. What are the pricing strategies, value-added services, and differentiation to attract subscribers and gain market share?
9. Are we selling Online & offline? How many physical stores? Do we cover the MVP only in the physical stores?
10. What is the priority — to sell SIMs or SIMs with handsets in this store & not online?
11. Do we have offers for early users vs new users for all variants — 128GB, 256 GB, 512 GB, 1TB? All colours — black, silver, gold, purple?
12. Can I switch from prepaid to postpaid or vice versa?
13. Can I trade in my old phone for a discount on the new handset?
14. What happens if I miss a payment or want to cancel my plan?
15. What is the marketing team’s priority? SIM or phone or both?
16. Backend/Inventory management setup for sales of SIM & pre-ordering of handsets already set which is connected to the Sales rep portal?
17. Is the Sales Rep well equipped in services, offers on SIM & handsets, plans, physically displayed as well in the store?
18. For those leads which do not turn into a customer, where are they saved to reach out for offers later on?
19. Is there a trial period to test the network coverage and services?
20. Are there financing options available for purchasing the SIM & handset?
22. Is there a trial period to test the network coverage and services?
23. Is there a feedback system built for user feedback like Decathlon?
24. Is there a cart on the Sales Representative’s end for multiple purchases?
Identifying Personas
- Sales Representative in the physical store
- Existing SIM Users to port number to the new network
- New users enquiring about the SIM services, coverage, etc
Pain points
1. Uncertain Network Coverage
2. Compatibility Issues
3. Time-consuming Activation Process
4. Confusing Service plans
5. Hidden fees
6. Unsuitable plans or customisations or top-ups
7. Expensive after first purchase
8. Poor customer service
9. Online Support / Self-trouble shooting tips
10. Extended Warranty charges for high prices
11. Limited payment methods
12. No / lesser duration of trial periods
13. No exchange offers
Business Objectives
1. Market Expansion
2. Revenue via SIM, handsets, & accessories
3. Customer Retention
4. Brand awareness
5. Product & Service Innovation to stay relevant in the segment
6. Network expansion
7. Customer Satisfaction
8. Employee training & development
9. Regulatory compliance
10. Data privacy & security
11. Competitive positioning
12. Technology upgrades
13. Operational efficiency
14. Strategic Partnerships
Assumptions made
1. The Marketing budget is generous
2. The network is great, uses the latest tech & the feedback is positive so far from existing customers
3. Are there any known issues with signal strength or dropped calls in my <locality>?
4. The goal is to sell SIMs, with prepaid & postpaid plans
5. There is a range of handsets with colours & variants for every customer
6. Pre-orders for plans & handsets are available
7. There are available service plans that meet their specific needs in terms of data, talk time, and other features.
8. Discounts are available for upgrades, & pre-order of handsets
9. Sales Representatives can add more fields like warranty, and delivery date, & save details
10. Sales Representatives can view the inventory & date of delivery of the handsets
11. Suggest referral with family & friends
Minimum Viable Product
1. Marketing and Promotion
2. In-Store Experience
3. Limited Product Offering
4. Regulatory Compliance
5. Product Information
6. Trial Period
7. Payment Options
8. Customer Onboarding Process
9. Customer Support
10. Online presence
11. Nearest store locator
12. Analytics and Feedback
13. Growing country-wide/state-wide presence
14. Basic e-commerce Functionality for store pickup
15. Partnerships with local businesses or mobile manufacturers
User stories
- As a Sales Representative working in a physical store, I want the tools and support to assist customers effectively, guide them through the purchasing process, and close sales efficiently to contribute to the company’s success.
- As a customer purchasing a SIM card in a physical store, I want a simple and quick process for selecting and activating a plan & phone number so that I can start using my new SIM card ensuring a smooth transition to my new service provider.
- As a customer porting my phone number to a new telco in-store, I need assistance with the porting process, including verifying my identity, completing the necessary paperwork, and ensuring uninterrupted service during the transition with the same existing phone number.
User acceptance criteria
1. The sales representative should have access to a user-friendly interface or tool that provides information about available SIM card plans, pricing, and promotions.
2. The tool should enable the sales representative to quickly identify the customer’s needs and recommend suitable SIM card options based on their requirements.
3. The tool should facilitate a seamless purchasing process, allowing the sales representative to efficiently complete transactions, activate SIM cards, and process payments.
4. The sales representative should receive adequate training and support to effectively use the tool, including guidance on troubleshooting common issues and handling customer inquiries.
5. The tool should integrate with other systems or databases to ensure accurate inventory management and real-time updates on product availability.
6. The sales representative should be able to track their sales performance and achievements through the tool, providing visibility into their contribution to the company’s success.
7. The tool should prioritize user experience, with intuitive navigation, responsive design, and minimal downtime or technical glitches to ensure smooth operation during peak business hours.
User Journey of an existing customer
- Sales Representative
-> Is Trained with Product knowledge & is confident
-> Store Layout with designated areas, with In-Store Banner Promotions/Offers
-> Customer Interaction like Salutations, needs, tailored recommendations
-> Logins into Sales Assistance Tools for product details, compare options, & assist customers
-> Customer Query Handling handles customer queries, technical issues, or concerns effectively
i) Upgrading Services with service plan suggestions
Customer Education with Product details
ii) Additional SIM card Activation Assistance
Smooth Onboarding Assistance
iii) Handset enquiry
Inventory Management for real-time availability of SIM cards, handsets, and accessories and avoiding misinformation to customers
-> Point-of-Sale/ Payment Gateway for processing transactions, applying discounts, and updating customer payment mode
-> Updates Customer records with relevant information on contract end date, warranty, delivery date, etc
-> Feedback Collection for the company to continuously improve its services
User Acceptance Criteria
1. Display all deals for handset pricing for a given phone numbers
2. Display “No deals found for this customer” when the user has no deals applicable
3. Display “Server unreachable” when the Sales rep looks for a deal for a customer & if no response is received for the request.
Non-functional Requirement
1. When there is a lag, my user journey improves performance in the workflow.
2. Database query optimisation & normalisation will help fetch quicker results.
3. “Seach” and “Most Recent Search” being retrieved is a good have.
Success Metrics in 30–60–90 days
1. Customer Acquisition Rate
2. Activation Rate
3. Customer Satisfaction Score (CSAT)
4. Churn Rate
5. Revenue Growth
6. Market Share
7. Brand Awareness
