The challenge
A leading ecommerce platform specializing in home goods was building out their professional program in order to deliver benefits to B2B customers and merchants, including exclusive pricing, personalized service and access to an expanded product catalog. For this program to be effective, the brand needed to evolve underperforming processes, convert potential customers efficiently and scale their B2B operations. To overcome the challenge at hand, the brand sought a capable partner with a proven track record in B2B sales outsourcing services, process improvement and digital transformation.
The TELUS Digital solution
As soon as the client chose TELUS Digital to help them enhance their professional program, we formed a close partnership defined by consistent collaboration.
Together, we developed a comprehensive, end-to-end sales engine with the following features:
- Multichannel sales approach: We helped the client to implement a robust multichannel sales strategy, including inbound and outbound voice sales generation to proactively engage potential customers and respond to inquiries, as well as digital channel sales through email and chat to serve customers who prefer text-based communication. To support this new multichannel strategy, we assisted the client’s account management team with account research, sales transactions and other sales operations tasks to ensure efficient conversions.
- Comprehensive sales support for merchants: Our team offered support for marketing campaigns and promotions, helping merchants maximize their reach and impact, and answering inquiries related to advertising, discounts and marketing initiatives. We also provided business reporting to support data-driven decision making, enhancing the overall effectiveness of the B2B sales program.
- Process optimization: Collaboration with the client involved a shared focus on process optimization. This began with a thorough analysis of existing sales processes, followed by the implementation of improvements to streamline operations and enhance efficiency. Specifically, this resulted in a key innovation in automating after-call work, which freed up agent resources for pre-call research, potentially improving call quality and outcomes — and ultimately driving higher conversion rates.
- Technology integration and continuous innovation: We deployed a robust CRM system for efficient lead and customer management, ensuring opportunities were accurately captured. To enhance agent productivity and decision-making, we integrated AI-powered assistants into the workflow. Advanced speech analytics techniques were used to analyze 400,000 call recordings and derive actionable insights from customer interactions. These insights were then used to further refine sales strategies and improve the sales team's performance. As our client engagement deepens, we are in ongoing discussions to develop further AI solutions.
The results
By combining operational excellence with technological innovation, TELUS Digital delivered significant improvements and laid the groundwork for continuous success and scalability for our client’s B2B sales process.
From execution to strategy and solution development, TELUS Digital has aligned with client goals and worked to exceed expectations.
Highlights include:
- Increasing the enrollments per day per agent from six, prior to our partnership, to 15 within the first 90 days of implementation.
- Surpassing the target for monthly average order value by 20% for digital sales.
- Meeting the annual target for sales conversion rate of 19% for chat sales.
- Scaling operations to 275 active team members, up from 100 within the first nine months, with additional growth on the horizon.
- Significantly improving the operational efficiency of the B2B sales program — getting AHT below target for voice and chat channels.
- Establishing a scalable foundation for future growth through strategic digital transformation initiatives, including automated workflows, AI-powered lead generation capabilities and advanced speech analytics. Together, these initiatives are enabling our client to efficiently scale operations while maintaining quality and performance standards.
