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2. Persona creation and prediction of personalization by allowing telcos to
customer needs manage customer expectations in the
Once the anonymity is uncovered, the very moments of truth.
next step is to create a detailed persona Artificial Intelligence (AI) can greatly
to understand your customers on a personalize interactions and, thereby,
deeper level. This is done through transform the customer engagement
leveraging emotional, motivational, process. Tools such as decision
situational, behavioral, and management, natural language
environmental context. Use of advanced processing (NLP), text analytics, and
analytics and Artificial Intelligence Machine Learning can be used to engage
techniques can help predict their customers more deeply in the moment.
affinities to help marketers understand They allow organizations to strike
the latent and momentary needs of the right balance between customer
customers. satisfaction and the overall goals of the
3. Automated, intelligent and real-time business, such as margins, acquisition
contextual customer engagement targets and top line growth.
Telcos now wish to move beyond Moreover, entertainment OTT
traditional descriptive and exploratory applications are real enablers for
methods of analytics (mainly used for accessing a subscriber’s profiling, most
post-mortem of business decisions) recent usage behavior and sentiments in
to advanced analytics and Machine real-time. Integrating these parameters
Learning for automated decision with telecom data sources will enable
making. These new big data analytics CVM platforms to engage customers
technology platforms are transforming proficiently.
32 INSIGHTZ - VOLUME 03, 2018
