One of the characteristics that unites all telecommunications companies is volume: they are usually companies with millions of clients, that have plans with a certain peculiarity or special conditions, generate tickets with complaint or support requests, and use a device that the company also needs to manage.

All this data constitutes a true source of knowledge for these companies: there are all the secrets that will allow them to build more loyal relationships with their users, reach each one with the proposal they are waiting for, and produce continuous improvement processes to satisfy needs.

Customer behavior

One of the most common uses in the industry of big data is, precisely, the analysis of customer behavior. It is made from billing records or interactions with branches or virtual service channels.

 A deep “reading” of the customer’s movements through online platforms is essential: understanding which messages they paid more attention to, where they stopped the longest, what specific buttons they clicked on, or what they liked about the content on social networks.

With all this information, consumption habits are modeled for messages and proposals to be reached with greater precision. In addition, it is possible to identify atypical behaviors and prevent fraud.

Another possibility is to interpret points of inefficiency (those that generate too many complaints) or concrete problems to reach a specific target. Then, with the same data collected and analyzed, it is possible to proceed to corrective actions.

From cross selling to emotions

Cross selling can rely heavily on this strategy: whether it is a visit to a physical store or a website tour, the customer can have in front of his eyes the object of his desire exactly at the same moment he is flexible enough to acquire it.

The application of big data in the analysis of emotions in social media is also frequent: as it is a symbiotic service with digital life, users tend to express themselves in relation to how comfortable they feel with their provider, what recent problems they had, how satisfied they are with the benefits offered, and how much they agree with the prices.

This flow of information can be used in two ways. On one hand, to have live feedback in real time since it allows activating proposals and services designed in the needs of the consumers themselves. On the other hand, it is possible to understand where the competition is failing and design a better proposal.

Operational continuity and new businesses

Big data also plays a crucial role in maintaining the continuity of operations: each drop in service leaves companies in the sector highly exposed, both in terms of reputation as users tend to complain massively, and business as every second without function represents millionaire losses.

Applied to the sensors in the different equipment that make up a telco infrastructure and combined with analytical tools, it is possible to predict failures, take action before they happen, or if the problem inevitably occurs, accelerate their resolution.

Even big data can be a complete source of new business for a company in the sector. For example, with their databases they can create heat maps of potential buyers who are visiting a certain shopping center and generate a service so that the locals who are there can carry their message to the public that is nearby.

This is just one of the examples among hundreds of possibilities: the limit is set by the creativity of each organization.

All telecommunications companies accumulate huge volumes of data. But only the smartest are able to turn it into knowledge to increase their profitability, streamline their operations and, most importantly, keep their customers well communicated.