3. Improving Telecom Service Assurance Collaboration With Partners
Service experience chains are becoming ever more complex, especially with higher level internet, video and mobile services. Now, the total service experience goes beyond what the network offers to the total end-to-end experience.
Recognizing the importance of the total user experience, Telefonica partners with its application providers and uses big data from its network to optimize the service experience. Big data helps measure test deployments at a complete service level and isolate problems, identify optimal rollout plans on the network, and create cooperative service metrics and KPIs that Telefonica and their partners can drive towards.
4. 360-degree of Customer Behavior Through Data Engineering
With the wide range of services across a multitude of networks offered by carriers today, it’s easy for carriers to lose the forest among the trees. Maximizing the lifetime value of each customer requires a complete view of customer behavior, service issues and churn.
In putting customers first, Telefonica uses big data for a 360-degree view of how a customer uses all of their services, problems they have encountered, service complaints and what retention strategies need to be applied. This helps ensure each customer can have a long life with Telefonica, maximizing satisfaction and long-term revenue.
At Telefonica, creating a customer-first atmosphere required a cultural change of using data to foster new ideas that keep customers happy. This requires a data engineering platform that can help bridge customer, network and service data, and democratize that resulting analytics-ready information across the company. Doing this the right way will break down silos of information to drive both customer and operational insights.
As a result of undergoing this process, Telefonica now generates new ideas to continuously deliver better networks and services for their customers.