A3 Priorities in Customer Experience

When looking to categorize the ways in which A3 can positively impact customer experience, there are a good number of possible topics.  The diagram below, describes the potential uses for A3 in a telco – and this has been overlaid with a number of the most interesting topics around its use in improving customer experience.

Briefly describing the diagram: when looking at uses of A3 across a telco – a pattern of requirements emerges.  This pattern can be characterized into 6 different types of problem/solution combinations.  Shown in the 6 rows of the main diagram below:

Complex Data – Analytics and ML are used to understand large, mostly structured data sets. Looking for patterns, to diagnose problems and predict/prescribe resolutions

Processes – Intelligent automation and RPA enable decision making, orchestration and task completion within telco processes

Personalization – Analytics and ML understand customer data, create segmentation, identify triggers and prescribe actions to be taken

Planning – Analytics and ML used in forecasting and optimization exercises.

Human-machine interactions – AI solution such as natural language processing and text analytics are used to understand human intent or sentiment.  Used within interactions between customers or employees and telco systems.

AI-point solutions – A number of individual AI solutions which have particular, specialist uses within a telco

Then, considering the different coloured boxes … There are a wide variety of applications for A3 in customer experience, analysis of this breadth highlighted four key short to mid-term initiatives:

1. Equipping the customer journey team – this is a two-part activity for telcos, first they need to create teams which focus on individual journeys and then these teams need to be provided with suitable tools to understand and act on issues.  A3 will provide more machine learning to improve data management, various AI techniques such as sentiment and text analysis for customer understanding and ML will be part of customer journey management tools and the prescription of suitable actions

2. Automation – this is a broad category and includes the improvement of customer experience by improving speed and accuracy of processes and transactions

3. Personalization – another broad category, divided into the provision of tools for marketing which allow more personalized recommendations, offers and actions.  Also, tools for the customer services team for personalization of customer interactions in channels

4. AI solutions – a collection of tools which improve particular specific customer experience problems including image and speech detection.