21581 - SCTE Broadband August2022 COMPLETE v1

70 Vol. 44 No. 3 - September 2022 Issue technical fix the issues by themselves in the first 24 hours. This is a good opportunity that operators can proactively push accessible intelligence to the subscribers to help them understand the cause of the problems they are experiencing, for example, the cell the customer is located in is down which causes communication disruptions. For those subscribers who choose to contact customer support, automated timely intelligence is equally helpful, if not more so. When the subscribers make contact, through whatever means, the intelligence generated automatically should be made available instantly at all the touch points. These may include operators’ own branded apps, operators’ websites, chatbots, and Interactive Voice Response (IVR) systems. Those responding to the recent Subtonomy survey indicated the telcos’ websites are the most preferred contact points. Another side of the same benefit is to equip the customer service staff with real-time intelligence, presented in the most intuitive way. In this case, the customer service staff will already understand what the customers’ issues are when the direct communication is established. Even for those customers that have tried self-service but failed to solve the problem, the status of their “service ticket” is visible to the technical support staff. When communicating with the customers, service staff can also benefit directly from solution recommendations automatically generated by data analytics. Some of Europe’s leading operators have seen vast improvement in operational efficiency when they adopt the automated data analytics technologies. For example, Subtonomy’s customers notice that, as more subscribers are able to self-service, calls to customer service drop 20% on average. Meanwhile, since the customer support staff have better visibility, the average time spent per service ticket has come down by 47%. The factors combined have helped lower the number of follow-up calls by 20% and the number of cases escalating to engineering by 60%. Meanwhile, 90% of customers would like to receive personalised notifications through an operator’s own mobile app, text message, or email that inform them about planned network maintenance or other disruptions that might affect their services. But they want the notifications to be highly relevant to the specific individual. If a subscriber finds out that his or her mobile services currently is working poorly due to a malfunction (regardless of service channel), 91% would prefer to get an automatic update via email, text message, or app notification. Figure 2: Sample dashboard for customer service staff | Source: Subtonomy