Data Driven ToC and ToH Experience Improvement and High Quality Development

--In the WinWin Live studio at MWC 2023, we talked with Miguel Fernandez, CTO of Telecom Argentina, about the carrier's digital transformation journey. Thanks to the latest technologies and strong partnerships, Telecom Argentina's clients are now enjoying increasingly better and more customized experiences.

In recent years, Telecom Argentina has implemented various strategies to enhance user experience. As a leading technology company providing connectivity, entertainment, and technological solutions across the country, we are committed to delivering top-notch services to our customers. To achieve this, we have leveraged cutting-edge technologies that enable faster, better, and higher-quality experiences.

Understanding customer needs

Over the last five years, we have practically doubled the number of sites for our mobile network. We have also introduced modern technologies to increase both the coverage and capacity of our LTE network.

But customers are not interested in how the mobile network works. What they want is to use their applications and access a good experience.

As customer demands continue to evolve, we recognize that their requirements are becoming increasingly sophisticated. For instance, video streamers prioritize higher video quality and faster download speeds, gamers are focused on reducing latency, and users of smart home applications require reliable service availability for devices such as security cameras. At Telecom Argentina, we are dedicated to understanding these evolving customer needs and providing them with the best possible service. As a digital service provider, we need to adapt our services to these various needs.

However, the challenge lies in measuring the experience of different types of users and ensuring that we are providing the appropriate suite of services for their unique applications and usage patterns. Even after measuring the experience, the crucial next step is to translate this knowledge into actionable improvements that enhance the overall customer experience.

Automation and technologies for better user experiences.

Telecom Argentina has taken a proactive approach to enhancing customer satisfaction by deploying a sophisticated Customer Experience Index (CEI) that analyzes our users' satisfaction levels. This platform, built on Huawei's SmartCare solution, autonomously monitors and measures CEI, helping us tailor our services to meet users' specific needs.

One important measure of customer satisfaction when it comes to networks is the Net Promoter Score (NPS). By asking customers whether they would recommend our services and calculating the percentage of satisfied customers, we can better understand their overall satisfaction levels. Our CEI platform accurately predicts 90% of NPS results, enabling us to raise our mobile broadband NPS score by 10 points. Additionally, targeted campaigns based on the platform analysis results have reduced the number of detractors (people who wouldn't recommend the service) by 35%.

As a result of these efforts, we've also improved the user experience for Flow, our entertainment streaming service platform. By leveraging our CEI platform, we've been able to identify and address areas where improvements were needed, leading to a more seamless and enjoyable user experience for our customers.

Huawei, a key partner in this journey

Huawei has played a relevant role as our strategic partner in this transformation journey. With its extensive global experience as an industry leader and a team of highly skilled professionals, Huawei has been instrumental in the setup of our service operations center. Moreover, it has contributed to our team with skills and knowledge to make this transformation a reality. We believe that our partnership with Huawei will continue to drive innovation and enable us to provide cutting-edge services to our customers.

Improving our FTTH experience

Regarding our success in mobile networks, we are planning to continue working with Huawei on improving our fiber to the home (FTTH) experience.

This year, we have taken a significant step forward in improving our customers' experience with the introduction of Huawei's cutting-edge Agile Digital Operations (ADO) platform. ADO will allow us to take a closer look at how our customers interact with our FTTH connectivity services and gain invaluable insights into their experiences. By integrating ADO with our CEI suite, we will be able to launch four specific use cases this year, including network insight, user journey, VIP care, and upselling.

The benefits of ADO are already becoming clear. During the proof of concept (POC) phase, the platform was able to predict our FTTH Net Promoter Score (NPS) customer customer claim survey results with a remarkable 85% accuracy. This means that we can address any issues before customers report them, thereby improving our NPS, reducing churn, and increasing customer loyalty. With ADO, we have a powerful tool that will enable us to better understand our customers and provide them with the highest quality of service possible.

We are expecting fruitful results from our partnership with Huawei and we are confident that our collaboration will yield substantial benefits for our customers. We firmly believe that we will be able to set new standards of excellence and innovation that will transform the way we do business and deliver services to our customers.