Yorkshire Telecommunications Limited, known as YTL, is a Wakefield-based telecommunications provider offering a range of phone systems, internet solutions and mobile integrations. Despite operating in a traditional and long standing industry, YTL have excelled at being forward-thinking, customer-focused and have embraced digital wholeheartedly.
We spoke to Rachel Rowling, Business Development Director, about YTL’s ongoing business growth, and why digital has been such a big part of this. Rachel told us that YTL is a forward-thinking company, based on excellence. The initial inspiration behind setting up YTL was to provide a customer service-based telecoms company that is extremely knowledgeable, but also approachable, tailored to the individual customer needs.
What drives the business forward is a commitment to ensure that their clients are fully informed and that they have a jargon-free and clear understanding of the system they have and its capabilities.
Why is digital so important for YTL?
One of the biggest challenges for YTL is how quickly the telecoms industry moves – with competitors embracing new systems, new add-ons and new capabilities as they are launched. To be ahead of their competitors, they need to be in the digital age.
For YTL, this started with a new, clean website which allowed prospective clients to find them easily, understand their offering and then make that initial phone call to begin a conversation. The new website offers easy-to-understand information on each of YTL’s core services, an inspiring ‘about us’ page, a ‘client stories’ section and then a helpful resources area on their blog.
The blog is actually a core part of the company’s digital strategy and is updated twice monthly with a helpful article and a free downloadable guide, covering topics such as switching telecoms providers stress-free, measuring sales team performance and improving customer service on the phone.
This allows YTL’s customer service and sales team to share insightful tips and expertise with both prospective clients during the sales process, and existing clients as part of their ongoing support – helping them to grow their businesses long after they’ve installed a new phone system. Their digital strategy also includes an approachable and friendly social media presence and an email newsletter promoting the latest insights from the blog, all helping to provide a clear understanding of telecoms systems to their audiences.
What does success look like for YTL?
For YTL, retaining clients and ensuring a long-term relationship with them is crucial. That’s why an ongoing presence is so important for them, as each platform acts as another brand touch-point for their clients and helps to keep them front of mind.
YTL have seen positive increases in engagement online since they began developing their digital strategy, with a 49% increase in website visits year-on-year and a massive 300% increase in visits from social media – indicating that their ongoing digital presence continues to support their wider business growth.