21581 - SCTE Broadband August2022 COMPLETE v1

71 Vol. 44 No. 3 - September 2022 Issue Gaining efficiency from smarter subscriber service is only one part of the rewards operators can reap from automated real-time analytics. An obvious extension is to take the use case to the telecom operators’ enterprise customers. These may include their industry partners as well as virtual network operators. In such scenarios, data extracted can be used for real-time analyses of the performance of business applications running on the network, including measuring the fulfilment level of service level agreements (SLAs). Also, being able to benefit from automated analytics and intelligence are marketeers, in both B2B and B2C contexts. With increased accessibility to customer data, marketeers at the operators can detect issues, make more targeted marketing investment, therefore reducing churn, and uncover new opportunities for upselling, therefore increasing return. This can be by mining the data as well as gathering active NPS feedback directly from the subscribers. Last but not least, the additional data integrated with passive probing will benefit the operators’ network operation. Using real- time data from customer feedback, including self-service and customer support data, operators can optimise their networks from access to transport to carry the fast-growing data traffic, the commoditised mobile data, more cost-effectively. To complete the loop, even issues yet unknown to operators can be flagged by cluster analysing customer requests through different touch points, and the intelligence gained can also be used to improve the data solution’s machine learning capability. Subtonomy’s One-Stop Solution Subtonomy’s customer service assurance suite has been adopted by many leading telecom operators in both B2C and B2B contexts and has delivered tangible benefits. Analytics generated from near real-time data processing can be automatically fed into customer service tools as well as operator’s customer touch points through APIs. These include operators’ web page, own branded mobile app, customer service chatbots, IVR, and even other third-party channels like voice assistants (e.g., Siri, Alexa, Google Assistant, Cortana). Both the B2C product (SubSearch) and B2B products (CorpDash and BrandDash) come with APIs. The solution’s strong machine learning and analytics capability enables it to automatically generate alarms to customers through their preferred communication channels, for example, text messages and emails when technical issues occur or when disruptions to normal service are expected. The most significant differentiator and future-proof feature of Subtonomy’s solution is its flexibility of deployment. The solution, or the modules of the suite selected by the operators, can be deployed as a managed service, both on-premises and in the cloud, including both in operators’ private clouds as well as public clouds, depending on the operator’s own cloud strategies. To look at it from the overall telecoms industry perspective, data solutions like that of Subtonomy can automate a substantial portion of operators’ technical support by reducing calls to customer service and reducing escalation cases, thanks to the solutions’ stronger support for customer self-service and better visibility into issues by customer service staff. Such increased automation and reduced customer time engaged with customer service can both deliver better customer experience and improve operational efficiency. More gains can also be made by other functions of the operators, including marketeers and network operation to increase efficiency, reduce churn, and open new business opportunities. For more information, see www.telecoms.com technical