Rostelecom to overhaul CRM system for B2B

James Pearce
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Russian operator Rostelecom has selected software vendor Peter Service to implement a unified customer relationship management tool for its B2B customers

Rostelecom has partnered with Peter Service to launch a project which aims to implement a unified customer relationship management (CRM) system aimed at the B2B market.

The Russian operator will launch the service across its seven macroregional divisions after announcing Peter Service, a leading supplier of software for CSPs, as its partner on the launch.

Peter Service said building a federal system for managing services and the experience of B2B customers will enable Rostelecom to automate key business processes. 

Igor Gorkov, CEO of Peter-Service, said: "Peter-Service and Rostelecom have a cooperation track record lasting since 2003. We have already implemented several major federal projects and are starting a new one. We want to achieve ambitious goals: to switch all branches of the company to a unified CRM and to ensure the required integration with other key IT systems including billing. 

“We hope that the unified platform will help Rostelecom streamline customer experience management processes with better efficiency and ensure the needed level of customer service and support.”

The implementation of CRM for the B2B/B2G segment will consist of several stages. The system is expected to be launched in the first macroregional branch of Rostelecom in autumn 2018. The timeframe of the entire project covering all the branches is two and a half years.

"In our large company, it is not possible to develop an equally efficient interaction with B2B customers without a unified CRM,” said Andrey Zimenkov, head of department for regional development at Rostelecom. “In some of our branches, our customers operate dozens of systems and the number of open windows increases with the launch of new products. 

“What we need is one window which will embrace project pipeline management, collect leads from all input channels, automate processing of sales and service requests for any customers and products. We set the goal to develop this single-window tool two years ago. Now, when we made the choice of the solution, we are almost half way to reaching this goal.”