Telecom · Sales Optimization
GoalplanFrom spreadsheets to real-time coaching — Telia reduced admin by 62%
Sweden's largest telecom operator had a distributed sales force, fragmented data across legacy systems, and managers spending 90 minutes a day compiling PowerPoints that were already out of date.
"Managers spent 1.5 hours per day compiling spreadsheets and making PowerPoints. We had nothing — only boring spreadsheets, which always came a day late. Now we have everything on one device from one platform."
Managing sales performance across thousands of frontline staff is hard enough. Doing it with data that arrives a day late — compiled manually by managers who should be coaching — makes it nearly impossible.
Telia's sales organisation had the right people and the right ambition. What they lacked was a single system that connected performance data to the people who could act on it. KPIs lived in separate tools. Channel managers had different dashboards. Every morning, team leaders rebuilt the same spreadsheets.
We mapped the existing processes and identified where time and coaching capacity were being lost. Then we consolidated all sales channels into one platform, automated the data flows, and rebuilt the performance management workflow from scratch — giving every employee visibility of their own numbers in real time.
Administration dropped by 62%. The time managers had spent compiling data was redirected to coaching. Performance became something that happened on the floor, not something that got reported a week after the fact.
Results
Administration time
Platform for KPIs, coaching, competitions, e-learning
Data available to every employee across all sales channels
Technical appendix
For architects and integration owners. Description of how the solution is built inside Telia's environment.
Two parallel organisation trees
One tree mirrors the formal HR hierarchy, one mirrors the operational sales structure. KPIs roll up in either tree without double counting.
Roughly 14 API definitions
All data ingestion goes through the customer's internal data hub. Lucy exposes and consumes agreed endpoints — no direct integrations against source systems.
Batch aggregation into attached metrics
Transaction and activity data is aggregated in batch and written to attached metrics linked to the corresponding person or unit in the organisation trees.
Validation through impersonation
Permission and figure validation is performed through controlled impersonation of real roles, so that what a user sees in the interface matches what the permission model says they should see.
[LUCY: confirm scope and wording with Telia before publishing. Technical detail about a named customer's environment is the customer's to release, not ours]
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