Case

CASE: Telenor – 75% increase in online sales

Telenor sees 75% increase in online sales and 86% rise in online customer service from eCapacity and Adobe Omniture partnership

Denmark’s second largest telecommunications company uses web analytics and optimisation technology to grow its business.

Telenor has seen online sales increase by 75% and online customer service levels rise 86% following website optimisation projects using digital agency eCapacity and Adobe Omniture.

Telenor, which is also the seventh largest telecommunications company worldwide, recorded the uplift between March 2009 and September 2010.

Telenor.dk sells mobile, fixed line and broadband products to consumers and businesses. The company’s aims were to increase the number and value of online sales, and deflect customer service calls to its website; reducing pressure on its call centre.

eCapacity has since worked on more than 100 online optimisation projects for Telenor using Adobe Omniture technology. Many of these have achieved a doubling in the Key Performance Indicators (KPIs) established at the outset. Two key assignments – the creation of a sophisticated on-site search system, and the implementation of a new customer service approach to ensure queries were answered online helped to ensure both online sales and customer service levels almost doubled over an 18 month period.

The background

Three years ago, Telenor wanted to better understand the online buying behaviour of its customers, optimise its website to improve customer experience and increase online sales. Telenor appointed eCapacity, an experienced web analytics and strategy consultancy, to take the project on. eCapacity is a partner of Adobe, which would provide the optimisation technology to meet Telenor’s goals.

“In order to raise online service we wanted to get more people to solve their questions on our website instead of calling our customer care centre,” said Thomas Christensen, Department Manager at Telenor E-business. “So we needed to develop a way to deflect calls online; increasing customer service performance.”

Telenor also wanted to help more people find what they were looking for faster, which in turn would improve conversion.

“Measuring the success of these projects was important – how would they look and perform?” Christensen continued. “How would we measure KPIs and how would we continually improve service and sales?”

The solution

• Create a sophisticated on-site search engine to lead customers through to their desired product faster
• Implement an online customer service project to ensure that queries are answered in the body of the website; relieving pressure on the customer helpline

The first thing eCapacity did was set up a reporting system so that Telenor could understand its online business on a deeper level and analyse customer behaviour. This would help set KPIs and measurement methods across sales, marketing and customer service departments, and allow them to be monitored on an on-going basis.

“We started to look in some detail at the user experience, and then implemented an on-site product search engine that would optimise results,” said Morten Busk, co-founder and partner at eCapacity. “For example, if you search for a Nokia phone, instead of getting ten random Nokia phones, you’re given the ten best-selling. So the customer gets a better search result and that means increased sales for Telenor.”

Telenor’s search engine, which is powered by Adobe SiteSearch technology, also links customers to pages that perform particularly well at selling the product they are searching for. eCapacity also looked at Telenor’s online customer service. “Customer service is often left behind by online departments because it’s difficult to measure the effect that improving it has on a business. Instead attention is directed purely towards the sale,” Busk continued. “So we were presented with a challenge.”

eCapacity developed an online customer service model which calculates the number of conversions online – namely when people’s queries are answered online and they don’t need to phone the call centre. Using a combination of Adobe SiteCatalyst and Survey technology, Telenor can now measure a conversion in the same way as an online sale.

The result

The Danish telecommunications provider has seen a huge upsurge in online sales from working with eCapacity – an increase of 75% over 18 months. The rise in online customer service levels is equally impressive – 86% over the same period.  “To a company the size of Telenor, a reduction in the number of calls to the call centre by optimising online service can mean a multi-million Euro saving,” said eCapacity’s Busk.

eCapacity, using Adobe technology, continues to provide Telenor with online consultancy and education. It’s also helped Telenor save money by reducing pressure on the company’s IT team. “eCapacity worked on web analytics strategy, customer analysis, technical implementation and training to deliver a solution to benefit the entire business,” said Telenor’s Christensen. “The agency knows online, it knows Adobe and it knows our business. We wouldn’t be able to do this ourselves.”

Telenor plans to venture into social media and mobile apps this year under eCapacity’s guidance.

Adobe Partner Network, for Omniture® technology: how it works

• eCapacity works with Adobe site analytics, optimisation and conversion technology. Adobe provides full on-going training and guidance to eCapacity
• Telecoms provider Telenor turns to digital agency eCapacity to increase online sales and improve online customer service
• eCapacity provides consultancy, expertise, training and project implementation to Telenor
• Telenor experiences a 75% increase in sales and 86% rise in customer service levels
• Telenor continues to use eCapacity and Adobe technology to achieve on-going results. The partnership gives Telenor a combination of web optimisation expertise and continuously evolving sophisticated technology

 

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