A telecommunications company partnered with Axendi to strengthen and scale both its outbound sales operations and inbound customer service activities in a demanding and rapidly changing market.
Scope of cooperation
The project combined outbound sales activities with comprehensive inbound customer service operations. The primary objectives focused on increasing operational efficiency, improving sales performance, reducing customer churn, and maintaining high service quality standards.
Project delivery was supported by a team of 200 agents backed by 15 experienced team leaders and trainers responsible for employee development and performance management.
The initiative involved several challenges commonly associated with large-scale sales and customer service operations in the telecommunications sector, including:
- high employee turnover within sales teams,
- difficulties in attracting candidates with the required sales and communication skills,
- lengthy onboarding processes for new hires,
- the need to balance sales performance with customer service quality,
- close coordination between operations, HR, IT, and analytics teams to support business objectives.
Solutions implemented
To improve operational stability and overall performance, Axendi introduced a series of initiatives focused on recruitment, employee development, and the optimization of operational processes and tools.
The recruitment process was redesigned to improve the identification of candidates with strong communication skills, resilience, and sales potential. Candidate assessment included telephone call simulations and employee referral programs, helping improve both hiring effectiveness and candidate quality.
New hires participated in a structured four-week onboarding program covering:
- sales techniques,
- CRM system usage,
- customer communication,
- objection handling,
- product and process knowledge.
Additionally, each agent received support from a dedicated mentor during the first months of employment to accelerate onboarding and improve performance.
To further enhance operational efficiency, Axendi also implemented:
- continuous KPI monitoring and performance tracking,
- personalized coaching and feedback provided by team leaders,
- standardized sales scripts and communication guidelines,
- regular database maintenance and data quality improvements,
- stronger collaboration between operations, analytics, HR, and IT teams.
These initiatives helped create a more stable operating environment, improve team performance, and support the achievement of both sales and customer service objectives.
Results
The implemented initiatives delivered measurable business and operational outcomes:
- 20% year-over-year increase in sales volume,
- reduction in employee turnover from 25% to 15%,
- 30% increase in employee satisfaction scores,
- achievement of 104% of the sales volume target,
- achievement of 101% of the sales value target,
- 24% increase in NPS,
- 20.3% reduction in Average Handling Time (AHT),
- reduction of customer churn to 5.8%, below the market average,
- sales revenue exceeding the planned budget by 7%.
These improvements contributed to stronger sales performance, higher customer satisfaction, greater operational efficiency, and a more stable workforce.
Summary
This engagement demonstrated how a combination of scalable operations, process optimization, employee development, and technology-enabled operational management can drive measurable improvements in both sales performance and customer service outcomes.
By addressing recruitment challenges, strengthening operational processes, and supporting employees through structured development programs, Axendi helped the client improve customer experience, increase sales effectiveness, reduce churn, and build a more stable and efficient operating environment.