21581 - SCTE Broadband August2022 COMPLETE v1

69 Vol. 44 No. 3 - September 2022 Issue technical such as an enterprise, or a specific location at a specific time, such as during an event. In such scenarios, network operators will not only plan data digitalisation and analytics of end users on the mobile network, but also the cloud properties, in particular those functions running on public clouds that will be included in the network slices. The automated data analytics solutions must be able to support such use cases. The fast rollout of 5G also calls for telcos to deploy advanced automated data analytics solutions early, to be both prepared to take on the challenge of data avalanche, and in a strong position to benefit from the analytics and intelligence these solutions can deliver. Benefits Abound The intelligence derived from automated analytics, the output of the automated data processing process, can take different shapes and can benefit many parties. One of the most obvious areas is customer service. The importance of assuring high-quality customer service cannot be overstated. Research has shown that dissatisfaction with customer service, including long wait time, repeat calls and weak competence of staff, is one of the top reasons for customer churn 4 . More worrying for operators is that what can be measured is only the tip of the iceberg. According to the latest research by Subtonomy, sponsor of this report, only 3.5% of the most badly affected customers would contact telcos’ customer service, accounting for 0.3% of all the customers that have experienced technical issues 5 . This means there could potentially be more dissatisfied customers than the operators realise, and dissatisfied customers are more likely to spread the word than their more satisfied peers. The two most effective ways to improve customer service are better enabling self-service and improving customer service staff’s competence, both of which rely on automated, timely, and relevant intelligence. The Subtonomy survey shows that the younger generations and the more tech-savvy customers are more likely to take problems into their own hands: two-thirds of the 25-34 year- olds responding to the survey said they would attempt to first 4 For example this recent “Customer Churn Survey”, 09 March 2020, https://techsee.me/resources/surveys/2019-customer-churn-survey- results/ 5 ”The State of Telcos’ Technical Customer Support, 2021” Subtonomy Figure 1: Customers reacting to technical issues in the first 24 hours, by age and gender | Source: Subtonomy, April 2020