B2B portal redesign: from tickets to self-service

Context

The B2B segment of the operator (3500 SME, 200 enterprise customers) is served by 45 account managers. 80% of requests are routine: change limits, add user, download invoice, check usage. Account managers spend time on these instead of strategic engagements.

CCO asks to “free the team for high-value”.

Diagnostic (4 weeks)

• Existing B2B portal — 8 years old, 2018 design, not refreshed.
• 73% of B2B portal visits end in a ticket or a call — UX broken.
• Account managers spend 65% of time on routine; 35% on actual relationship.
• Top 12 routine flows make up 80% of all requests.

Approach (10 months)

Months 1-2. UX research with 25 SME customers — what they actually do, what blocks them.

Months 2-4. Redesign top 12 flows. Modern UX, mobile-friendly, role-based access (admin / user / viewer).

Months 4-6. Implementation phase 1 — top 6 flows live. Old portal runs in parallel.

Months 6-8. Implementation phase 2 — remaining 6 flows. SSO with popular B2B identity providers.

Months 8-10. Migration campaign for customers with stragglers, decommission of old portal.

Results

After 10 months:

• B2B segment ticket volume: −60%.
• Account manager time on routine: 65% → 25%.
• B2B NPS: +14 points.
• Time to onboard new SME: 5 days → 1 day.
• Self-service adoption: 12% → 78% of B2B base.
• Account managers freed — increased high-value engagement, +18% upsell.

What is critical

UX research with real customers before design. Without it — another portal nobody uses.

Account manager buy-in. Some feared “we will be cut”. Reframe: “you are freed for strategic conversations”.

Phased rollout. Big-bang in B2B is catastrophic — every customer mission-critical.

Mobile-friendly. B2B owners are often on the move, hate desktop-only portals.

What would not have worked

Generic redesign without UX research. Built not for customers.

Forced migration without communication. B2B customers leave — every account significant.

Over-engineered (12 features at once). Every extra feature = lower adoption.

How SamaraliSoft engages

An engagement of this class — 8-12 months. UX research 4-6 weeks, design 6-8 weeks, phased implementation.

Related

• /en/insights/telecom-b2b-self-service/ — B2B self-service
• /en/architecture/telecom-partner-api-platform/ — partner API
• /en/insights/telecom-account-manager-economics/ — AM economics
• /en/architecture/telecom-event-bus-architecture/ — event bus