Organization Transformation
Breaking Down Silos to Unlock Customer Value
THE CHALLENGE
In 2019, the client faced a critical challenge: its four business units—Mobile, Broadband, SME (SG), and Enterprise (EG)—operated in silos. Each unit managed its own customer data, developed pricing, and conducted marketing efforts, often competing for the same customer’s attention and affecting profitability by undercutting pricing across BUs . With no single customer view, they were missing the opportunity to maximize customer lifetime value across its solutions.
What we did
Acumen helped to design a new organizational structure and operating model to break down silos and create a single view of the customer. We:
- Developed a Customer/Marketing Center of Excellence to oversee the entire customer lifecycle.
- Unified departments and employees across all four business units under one department with a shared mandate.
- Worked closely with BU heads to clarify RACIs—defining who is responsible, accountable, consulted, and informed for each process.
- Established clear roles, mandates, and KPIs for every vertical in the Center of Excellence, ensuring alignment and accountability.
Impact
Clear roles, mandates, and KPIs empowered a new Center of Excellence with over 120 employees, enabling a single view of the customer and stronger brand governance across all solutions. This transformation maximized customer lifetime value and aligned the client around shared goals.
OUR WORK
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