Development of the Sales Performance Management Design Solution for a Mobile Operator

The graduate qualification work is devoted to the development of the Sales Performance Management Design Solution for a Mobile Operator. These days, consumers can easily switch to competitive offerings because of the abundance of companies and their products in the marketplace and because of the abundance of opportunities to switch to a competitive company on better terms, so the issue of customer retention and personalization of offerings is top of mind for many mass-market companies. The purpose of the work is to develop a project solution for managing the sales performance of a mobile operator of a large commercial bank. The object of the study is the retail sales process of a cellular operator of a large commercial bank. The subject of the study is a model of cross-sales management of cellular operator in the offline channel in a commercial bank. The structure of the paper is introduction, three chapters, conclusion and list of references. The first chapter analyzes the banking sector, as well as fintech companies, examines key figures and indicators of the industry, studies cross-selling as a channel for attracting customers, as well as approaches to selling products through the retail network. The second chapter analyzes the object of research, develops requirements for the project solution, analyzes the existing processes of the company that affect the efficiency of sales of the retail network of the cellular operator, based on which the proposed model to be process is formed. In the third chapter the target architecture of the project solution is developed, the project solution for cross-selling efficiency management is proposed, and the effects of its implementation will be analyzed on the basis of comparison of target and actual metrics of the Customer's business line. The final part of the work summarizes the main results and formulates the conclusions of the conducted research, offers recommendations for further development and improvement of the process. The most important result of the work is the successful implementation of segmentation in the process of retail sales process of a cellular operator of a commercial bank for personalization of SIM card offers. Testing of the project solution showed significant positive changes in the customer's target metrics.