人工智能更好地了解你的客户：Amdocs的案例研究

AI to better understand your customers:a case study of Amdocs INSIGHT SPOTLIGHT Intelligence’s latest Network Transformation Survey (upfrom 30% a year ago). The competitive environmentfaced by operators means that staying ahead of thegame on customer experience – understanding what Telecoms operators have been at the leading edge ofAI adoption, building on automation efforts in recentyears. Early AI projects targeted cost savings among Enhancing customer experience is now the topstrategic priority in operators’ network transformation customer experience for each dimension and how it is changing (orhas changed) over time. It gives operators an immediate,dashboard-style view of customer insights and recommendations Analysis AI capabilities offer operators a range of options to improve howthey do business. This can be measured through cost savings, newrevenues or non-financial factors such as customer satisfaction.While a lot of AI deployment activity has so far focused on thenetwork, customer experience is equally important because it The underlying value comes from AI underpinning the suite and theability to translate pattern recognition (learnt over very largedatasets) into recommendations. An operator using CXI is able tosegment inbound customer calls into the experience dimensions(e.g. 40% billing, 20% network quality and so on) and the sub-categories within each. For billing, these could include ‘bill shock’,unexpected changes to a monthly payment amount post contract The benefits depend on how AI is deployed. This is where patternrecognition enabled by AI comes into play. One means of doingthis is by using analytics built into genAI to learn and make senseof customer usage patterns. These can then be better understoodby operators and translated into predictive improvements or other As operators evaluate their options, it is important to look atexamples of solutions and their real-world value. GenAI in practice: serving unmet needs In profile: Amdocs Customer Experience Insights (CXI) Much of the value from a focus on customer experience comesdown to costs. Contract churn averages around 12% per year inthe UK and US – a figure that has not changed significantly sincethe pandemic. Churn sits alongside other outcomes operators seekto avoid, such as tariff downgrades or excessive inbound call- Amdocs CXI, an AI-based solution, is designed to give operatorsan ongoing set of analytics that provides visibility of customer-usage patterns, categorises anticipated inbound contact centre The solution is based on the key elements of customer experience,whether positive or negative: Operator sentiment on AI speaks to this premise. When GSMAIntelligence asked operators what they most want from AI,improving customer experience was top, with nearly 50% rating itas a priority. New revenue streams and network efficiencies werenext, at 45%. Customer experience should be viewed holistically asimpacting several key business outcomes. Vodafone UK, •product (e.g. what people are using, how much and how thatchanges) •sales and customer care (the main inbound point of contact) •billing (e.g. usage versus spend, changes in spend versusexpectations) •network quality (e.g. performance, faults and resolutions). CXI also has a test option for a customer before deploying the fullproduct. Called “pulse check”, it allows operators to check the Implications Mobile operators •Using network upgrades and investment as a trigger todrive customer experience up the agenda –Manyoperators will be evolving their 5G networks to support 5G-Advanced or 5G standalone in 2025. Some will only just belaunching 5G. All should look to leverage customer •Don’t ignore the role of experience in businessexpansion –Customer experience optimisation will play arole in keeping churn levels low. In markets where mobilepenetration is already at saturation, this is critical to anoperator’s bottom line. At the same time, operators should •Extend to the enterprise experience –End-userexperience cannot be narrowly construed to focus solely onconsumers. It needs to extend to enterprise services too.With B2B revenues accounting for a minor share of mostoperators’ business (20–25% on average), the strategicimportance of selling into enterprises is well understood; it •Include experience visibility in buying criteria –Asnetwork evolutions and upgrades drive operations andbilling system investments, end-to-end experience visibilityshould be explicitly included in solution buying criteria.Operators understand the strategic importance ofdelivering outstanding end-user experiences. Marketing •Ensure AI security features in buying criteria – Operators are familiar with the power of AI, having used itin their networks for years. GenAI opens up incredible newopportunities, particularly around the delivery of meaningfuluser experiences. However, as AI increasingly touches(potentially sensitive) user data, the need to ensure that AI •Overcome silos vi