Rostelecom B2B CRM
A scalable CRM for sales, support, and billing
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.
My role
As the lead of professional interface design at Rostelecom Tech, I built the design process and worked with a large cross-functional unit of more than 300 specialists.
For about a year, I facilitated daily interviews and workshops with sales and support managers, mapped business processes with analysts, created service blueprints, and led the team through detailed wireframes and production UI rules.
The redesign reduced manual tasks by 47%, made sales and support processes 37% faster, lowered network integration costs by 23%, and helped create a single source of truth synced with billing.
Impact
The CRM redesign became the main operational change in Rostelecom’s B2B/B2G sales process, unifying customer data, offers, billing, and support workflows.
The CRM team considers it a major contributor to the segment’s 2021 growth, with a substantial contribution from the design team I led.
Results
| 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