Rebuilding the BASE Salestool

BASE is a Belgian telecom brand and part of Telenet. They offer a wide range of mobile phone and data subscriptions for both private and business customers. To strengthen their market position and provide an even better customer experience, BASE decided to revamp their digital sales tool. 

After successfully rebuilding the Telenet sales tool, Codana was brought in to completely overhaul the BASE sales tool as well. We delivered a major technical upgrade with a revived backend, a brand-new frontend, and a fresh and user-friendly interface. Moreover, new products such as smartphones, TV, and internet services were integrated, which is why sales representatives can now create complete packages for their clients. 

BASE’s existing sales tool no longer met modern digital standards. In other words, these were the main challenges: 

• Outdated technology: The tool needed to be rebuilt using modern frameworks and a robust backend. 
• Expanded product range: BASE introduced new products that had to be integrated seamlessly into the sales process. 
• Efficiency and usability: The tool had to be faster, more intuitive, and easier to maintain. 
• Integration with the Telenet sales tool: Both systems needed to work together within a shared codebase. 

The goal was to develop a powerful, scalable, and flexible web application that optimises BASE’s sales processes. It also makes it easier for salespeople to offer their clientele the right products and services. 

• We developed a completely new frontend application in React.js, using a component-based architecture. 
• That’s why the UI components are reusable, which makes it easier to add new features. 
• We designed the interface with usability in mind, to allow salespeople to quickly and efficiently configure and compare products. 

• The new BASE branding was fully integrated into the application, establishing a look and feel that resonates across the entire BASE ecosystem. 
• To maximise efficiency, designs were developed directly in code, saving both time and costs. 
• During demo sessions, stakeholders were able to provide feedback, allowing for quick iterations and refinements. 

In fact, the biggest technical challenge was integrating the BASE sales tool within the existing Telenet sales tool without causing conflicts between the two apps. We achieved this by: 

• Using a monorepo(sitory), managing both applications together while still keeping them functionally independent. 
• Implementing an optimised build and deployment process, allowing both applications to be built separately yet deployed together to staging and production. 
• Synchronising the data between BASE and Telenet to make sure product information and pricing packages remained up to date in both systems. 

Our approach was the way to go to guarantee an efficient workflow and seamless integration between the two brands. 

At Codana, we’re proud of the technical expertise, efficiency and seamless collaboration that we stand for. What we did for BASE, demonstrates the way we tackle complex projects rather successfully, keeping our focus on usability, scalability and performance.