B2C Process Landscape
Customer lifecycle as the spine; end-to-end processes beneath. Color saturation = GenAI potential; chips link to demos.
Campaign-to-Lead
Create demand and qualified traffic across brands and channels
- Cost per leadCHF 20–60
- Campaign ROIbrand-dependent
Lead-to-Order (Sales)
Convert interest into a valid, provisioned-ready order in any channel
- Conversion rate1–3% online / 20–40% assisted
- Offer rework rate5–15%
- CACCHF 150–400
Order-to-Activation
Fulfill orders — SIM/eSIM, porting, device/router logistics, install, activation
- Time to activate0–7 days by product
- Activation fallout2–8%
Usage-to-Cash (Billing)
Rate usage, bill, collect; handle disputes and adjustments
- Billing-related care contacts25–40% of volume
- Bad debt<1% of revenue
Issue-to-Resolution (Customer Care)
Resolve service, technical and account issues across channels and support levels
- Cost per contactCHF 8–15
- First-contact resolution60–75%
- QA coverage1–2% of conversations
Retain-and-Grow
Prevent churn, renew contracts, develop customers toward convergence
- Postpaid churn8–12%/yr
- FMC share of basegrowing
Network Operations
Run and assure mobile + fixed networks (5G complete, fiber expansion)
IT / Digital
BSS/OSS platforms, web/app channels, data & analytics
Risk & Fraud
Credit checks, fraud prevention, revenue assurance
Workforce Management
Forecasting, scheduling and steering of internal + BPO staff
Figures marked “actual” come from FY2025 public reporting; ranges marked “illustrative” are industry-plausible benchmarks, not company data.