Yettel, a Serbian telecoms provider, faced an operational dilemma. To keep pace with market demand, it had to expand and upskill its frontline staff, but the company’s current learning and development platform was unable to support these needs.
With over 700 products and 50 customisable tariff plans, the strain on its frontline teams was immense. But its current training platform fell short, lacking features like advanced search, interactive elements, and media handling — all crucial for navigating a complex and fast-changing telecom environment.
Compounding the challenge, one third of Serbia’s population lacks basic digital skills needed to use mobile devices effectively, making the need for a transformative learning solution even more urgent. The proposed solution would aim to equip employees with the ability to assist customers across all levels of digital proficiency.
A bold solution: brAIn and the League of Sales Competence
Recognising the gap, Yettel’s sales training & development team set out to redefine learning and development for its employees.
Within just nine months, it introduced brAIn, an advanced knowledge platform, and revamped the League of Sales Competence, a certification programme designed to track and enhance sales proficiency.
Together, the initiatives aimed to empower frontline staff to excel in a fast-evolving industry, while supporting Yettel’s broader vision of digital transformation.
The development of brAIn reflected the team’s commitment to innovation and adaptability. They made a platform that organises product, service, process, system, and skills information all in one place to stimulate daily learning.
By June, the team’s efforts culminated in a mobile-responsive app featuring redesigned content, including video lessons, podcasts, and interactive tests. Enhanced search functionalities and real-time notifications ensured the platform was user-friendly and engaging.
Simultaneously, the League of Sales Competence underwent a comprehensive transformation. From a bland and clunky knowledge base to a programme that combines engaging digital curricula with live, bite-sized training, it offers clear and relevant ways to prepare for and track sales competency KPIs.
The connected initiatives sparked knowledge acquisition up by 20% overall and 13% for new hires, surpassing initial targets.
Internal satisfaction surveys and external measures, such as national CSAT scores and mystery shopping results, reflected significant improvements in customer interactions.
Dragana Ilić, head of sales training and development at Yettel, shed light on the challenges and successes of the project. “Transformation and modernisation always require smart change management,” she told CXM.
“We had to implement solutions aligned with the highest global learning standards, while ensuring the old platform continued to operate smoothly. Navigating a complex telco ecosystem demanded discipline, persistence, and agility, but our team’s credibility and commitment made it possible,” she added.
A collaborative approach to development
The inclusion of frontline and non-customer-facing teams played a pivotal role in shaping brAIn and the League of SalesCompetence. “This wasn’t just a project; it was a natural extension of our continuous collaboration with frontline teams,” Ilić noted.
“For years, we’ve gathered feedback, tested ideas, and educated stakeholders about trends in talent development. This culture of continuous improvement and common sense is what made the initiative a success.”
Looking ahead, the impact of these innovations is expected to be long-lasting. The brAIn platform, with its modern design and advanced features, supports mobile learning while making the learning process enjoyable.
The League of Sales Competence fosters a high-performance culture by combining engaging learning formats with transparent and quick recognition of talent. “Both initiatives unlock the zone of proximal development for everyone,” Ilić said, “upholding high L&D standards, while fostering individual growth.”
Yettel’s approach to sales training and development demonstrates that investing in people and innovative learning systems can transform not only employee performance but also the customer experience.
The project was acknowledged at the International Customer Experience Awards 2024, where Yettel proudly won silver in the Best Learning and Development category.