Rostelecom B2B CRM
A scalable CRM for sales, support, and billing
The challenge
Rostelecom needed a centralized CRM for a large distributed telecom organization. Sales and support processes were split between departments, which created delays, manual work, and inconsistent customer data. The previous CRM version did not fit the workflows: managers struggled with navigation, product bundling was missing, and billing processes were too complex. The redesign focused on making the system usable at enterprise scale.
Shared customer and product context connects sales, support, and billing. Teams can see the account’s contracts, active services, and open work as they move between workspaces, with contextual widgets keeping the next action close at hand.
My role
To make a CRM this large usable, I led the design team and worked directly on workflows, wireframes, prototypes, and the UI kit. The project brought together more than 300 specialists.
To understand how managers worked and test proposed changes, I ran daily interviews and workshops with sales and support teams for about a year.
Connect the workflows
To connect sales, support, and billing, I mapped their workflows with business analysts. We used the maps to define handoffs, dependencies, and what the CRM needed to support.
Keep reviews focused
To test how the system worked, my team and I used detailed wireframe prototypes. This kept reviews focused on tasks and interactions.
Scale beyond individual screens
To deliver hundreds of consistent screens, we built a shared UI kit and defined how its patterns mapped to wireframes. The team could then produce the final UI without drawing each screen separately.
The workflows behind the CRM
Roles, handoffs, and system dependencies across the platform.
Request registration
From client identification and request intake to routing, related requests, and resolution.
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Originally modeled in QPR Process Designer. The diagrams were recreated for this case study to make them easier to navigate.
Impact
Operational outcomes
The redesign reduced manual tasks by 47% and cut the cost of connecting clients and launching services by 23%. Customer data synced automatically with billing.
Business outcomes
Rostelecom’s B2B/B2G business grew across key services in 2021. Virtual telephony customers increased by 39%, while corporate Wi-Fi revenue grew by about 40%.
| Metric | 2020 | 2021 | Growth |
|---|---|---|---|
| Fiber customers | 0.6M | 0.7M | +10% |
| Fiber + VPN customers | 0.9M | 1.0M | +10% |
| Virtual telephony customers | 0.16M | 0.22M | +39% |
| Corporate Wi-Fi access points | ~52K | 56K+ | +8% |
| Corporate Wi-Fi revenue | under ₽1B | ₽1B+ | ~40% YoY |
Source: Rostelecom 2021 Annual Report data, summarized by Smart-Lab