Better UX in funnel management

From first contact to closing the deal, the sales funnel is an important tool for managing the B2B sales process for direct sales. To build a sales funnel, most business customers rely on a mix of purchased, configurable and independently developed software components.

Because of the high complexity of the process, Swisscom’s users previously needed documentation to help them navigate the funnel management application and get their daily work done. System owners and stakeholders have long adopted changes whenever they could to create a better user experience for the key processes.

But now the decision has been taken to consolidate the various funnel management applications into a single solution, and simultaneously improve user guidance.

Thanks to a regular cadence of feedback rounds, we could work with the Swisscom project team to design a new approach to the funnel management application—one that guides users in the optimal way through all their tasks right from the start. Instead of a huge window with many fields that could theoretically be filled out at any time, the relevant responsibilities and tasks to be completed are now clearly managed through the entire sales funnel.

Users are only shown information and tasks that are relevant to the present moment, which greatly simplifies the process: sales opportunities recorded in the solution always have complete information when they progress to a responsible person in a downstream sales channel for further processing. Operators are then informed by email as soon as an opportunity requires their attention. At the same time the dashboard offers them an overview of the upcoming work and tasks.

The project is not completely finished: the new funnel management solution is still in development and new adaptations and requirements are being added. But Swisscom has already benefitted enormously from Creaholic know-how: because of the early collaboration with stakeholders we quickly created a prototype of the new application that already incorporated feedback from everyone involved.