By now we are all aware of the phrase, ‘the new normal’, referring to post-Covid business operations. The challenge is always how to come up with solutions to implement this new normal that best combine the use of available technology with a human dimension in a people driven industry, so as to get the best of both worlds.
Embracing the concept #NIENTOCOMEPRIMA (nothing as it was before), it would seem that EFMP Italian partner, Settimo Piano, has made a start in this regard.
Starting from June they were back in the field with a new project. They collaborated with the telecommunications company, Fastweb, a company owned by Swisscom, founded in 1999 and one of the major operators in the country’s telecommunications market, whose next-generation fibre-optic network today extends throughout the whole of Italy.
Due to Settimo Piano’s many years of experience in activation and field marketing applied to multi-utilities, particularly with a history of projects involving brands in the telecommunications sector such as TIM, Eolo and Ho-mobile, when Fastweb were looking for a partner for their new project, Settimo Piano were the obvious choice.
The goal was to promote the fast data network and telephony services offered by the company, with the aim of selling and closing contracts directly using the Settimo Piano people- resources stationed at the Fastweb stands situated at various locations.
Before commencing this initiative, all Settimo Piano resources were trained in compliance with Fastweb guidelines necessary for operations. All training courses were structured by having hours of classroom lessons, e-learning and on-the-job training, with the aim of placing people in a “sales floor management” frame of mind. The trainee selection process was directed at having the right person in the right place in order to achieve the desired sales outcome.
To conform with pandemic emergency regulations, all the resources in the field were trained on the new Covid protocols and were provided with personal protective equipment to enable them to work in total safety. In addition, because of the unusual circumstances of having to wear personal protective equipment and the possible negative impact this could have on social interaction Settimo Piano included special training on human interaction for their trainees. This involved their learning about the correct use of the tone of the voice and facial expressions, in particular the eyes, to better know how to welcome and engage with their customers.
The implementation of the project was divided into 3 steps to get to the activation of all their touch points, which were constantly supervised by Settimo Piano resources and coordinated by a project manager.
At the geographical level, the touch points were located in the main centers of Lombardy and Veneto (Venice), in particular in MediaMarket Shops, and generally situated in the telephone departments, or otherwise well positioned in the gallery of the main shopping centers.
Speed and security were deemed to be of the essence for both Settimo Piano and Fastweb in order to implement sales and finalise contracts directly at the touch points. This was done by using the customer’s digital signature, based on OTP security code technology, promoted by Settimo Piano as a solution for that particular project; thus, ensuring results in real time for both the company and the user. It was also a paper-saving measure, as all forms were processed in electronic format.
In this way, Settimo Piano, acting for their client, Fastweb, were able to bring technology to the sales arena of post-Covid interaction, without forfeiting the benefit of having well-trained, friendly, and reassuring people present to assist with the process.
From their perspective, Settimo Piano are excited to support their prestigious client, Fastweb, in this revolution in the telecommunications market.
As they say, “Innovation is in our DNA. #NIENTECOMEPRIMA”
