Elevating customer experiences to boost telecom success
AWS for Telecom eBook on elevating customer experiences to boost telecom success.
3 Telecom success in the digital-first era5 Enhance customer experience 6 Use cases 7 Transforming the telco customer experience with AWS 9 Customer stories 11 AWS partners13 Accelerate your journey to the cloud with AWS
The global telecom industry has experienced stagnant growth in the last decade or so. Competition for both business and consumer subscribers, increasing network capital and operating costs, and network traffic demand have all added to this.
Telcos looking to increase revenue, reduce churn, optimize costs, and monetize investments are turning to the cloud to help streamline internal business processes, transform their networks and operations end-to-end, build innovative customer experiences, and forge new lines of business. Critical to that is the ability to manage infrastructure more efficiently with autonomous network management and intelligent operations as well as grow, attract, and retain subscribers with a hyper-personalized customer experience and innovative service offering.
Telcos are already accelerating cloud adoption and choosing the right infrastructure and services is critical to business success. Driven by digital-first consumers and the emergence of new technologies, such as artificial intelligence (AI), generative AI, machine learning (ML), and large language models (LLMs), telco industry leaders are successfully innovating and transforming operations with Amazon Web Services (AWS).
This eBook explores how Telcos can use AWS’s breadth of purpose-built telecom services to enhance customer services with personalized, seamless, and instant services across multiple channels. Through real world examples, uses cases and customer stories it showcases how AWS empowers telcos to deliver more responsive, scalable, and AI-powered, data-driven service experiences that drive customer satisfaction.
To remain competitive, telcos must meet the demands of modern digital communications, and fast. There are four key areas where AWS is making an impact, and there is a dedicated eBook for each of these areas available for download.
In today’s competitive telecom market, exceptional customer experience drives business success. However, traditional systems and fragmented data create barriers to delivering better services. Customer experience is a key differentiator in this competitive landscape–with users demanding ever more personalized, seamless, and instant services across multiple channels.
By leveraging AWS solutions, Telcos can:• Increase customer retention through AI-powered proactive service interventions• Reduce operating costs by automating routine customer care processes• Drive revenue through real-time personalized service recommendations• Enhance customer satisfaction with unified omnichannel experiences• Decrease problem resolution time using predictive analytics• Prevent customer frustration by identifying billing errors before they occur
AWS provides a comprehensive suite of tools and services for telcos to create more personalized, efficient, and satisfying customer interactions. By leveraging AWS’s advanced analytics, AI and ML capabilities, and omnichannel engagement solutions, telcos can gain deeper insights into customer behavior, automate routine tasks, and deliver more responsive and personalized services.
of telcos are prioritizing experience improvement as an investment objective1
1 ”CSP 2024 CIO agenda insights and data”, Gartner Research, 2024
Telcos can leverage AWS to implement AI and generative AI-powered contact centers that use natural language processing (NLP) for intent recognition, sentiment analysis, and automated routing. Generative AI and fine-tuned LLMs can improve agent productivity, forecast customer needs, suggest retention offers, and tailor content to each subscriber. Customers benefit from faster resolution times and better overall experiences.
Timely, hyper-targeted interactions build trust. AWS enables the creation of recommendation engines that suggest relevant products, services, or troubleshooting steps based on individual customer profiles and historical data.
By utilizing AWS’s ML services, telcos can build models that predict customer churn, identify upsell opportunities, and forecast service usage patterns resulting in proactive engagement and more targeted marketing efforts.
Telcos can gain customer insights by using AWS to build a comprehensive view of the customer journey, analyzing interactions across all channels to identify improvement opportunities, and optimize the overall customer experience.
AWS offers powerful AI and ML services that can analyze vast amounts of customer data in real time. This allows telcos to create detailed customer profiles and predictive modeling of customer behavior to deliver highly personalized recommendations. Telcos can use services such as Amazon Comprehend, an NLP service that uses ML to uncover valuable insights and connections in text, to extract information from documents to ensure customer success.
With AWS, telcos can implement true omnichannel engagement strategies, ensuring consistent customer experiences across voice, chat, email, social media, and mobile apps. Services such as Amazon Connect, an AI-powered application that provides one seamless experience for contact center customers and users, and Amazon Pinpoint, a service that helps engage with customers across multiple messaging channels, enable seamless integration of various communication channels, allow customers to switch between channels without losing context.
AWS’s real-time analytics capabilities offer the prospect of instant insights to customer service agents during interactions. This can include customer history, potential issues, and recommended solutions, empowering agents to provide more effective and personalized support. Generative AI can go one step further, crafting suggested communications as and when needed for a seamless customer experience.
AWS provides the foundation for building a connected customer journey platform that tracks and analyzes customer interactions across all touchpoints. This holistic view enables telcos to identify pain points, optimize the customer journey, and create more cohesive experiences.
Discover how AWS is enabling telecoms companies to provide differentiated customer services to satisfy demand and stay ahead of the competition.
Telkomsel, a leading telecommunications company, is committed to providing digital connectivity, platforms, and innovative solutions. Having launched Indonesia’s first 5G network in 2021, Telkomsel continues to drive the development of the country’s telecommunications infrastructure. As subscribers and workloads increase, the company sought to migrate and rearchitect key monolithic business applications to a modern cloud architecture including MyOrbit, a home internet service, and Veronika, a chat-based virtual assistant. To accelerate its cloud migration journey, Telkomsel adopted AWS’s agile Experience-Based Acceleration (EBA) approach and easily scaled MyOrbit to meet a 175 percent increase in subscribers in 2022. By leveraging the flexibility of Amazon Elastic Kubernetes Service (Amazon EKS), the IT team was able to seamlessly scale each service as workloads increased.
Through our new approach to software, we can start leveraging more and more services from AWS, making it easier to add new features and services to improve the customer experience.
By partnering with AWS and Accenture, Vodafone could provide a best-in-class digital experience to their customers and employees. As a cloud-native, digital-first business, Vodafone offers a personalized customer experience wherever their customers need them, and their technology team can develop and launch products more quickly. By moving foundational services to AWS, Vodafone embraced an agile, flexible model built on microservices which allowed teams to develop new products and solve problems in parallel, dramatically reducing time-to-market. Before Vodafone’s cloud migration, a team of 20 people worked 24 hours a day to ensure the company’s IT infrastructure would hold up. Today, that same work can be done by five people.
As one of the Philippines’ largest telecommunications providers, Globe Telecom is constantly improving its services to remain relevant for its customers. To build customer trust, thereby helping to acquire, retain, and bring back past customers, Globe wanted an in-depth understanding of its customers to provide a more personalized experience. To achieve this, Globe required a more detailed understanding of its users, such as their preferred channels, the content that they consume, their interests, amount of time spent on devices, as well as demographic information, among others. Globe built a customer intelligence platform using Amazon Kinesis, that collects, processes and analyzes real-time video and data streams, and Amazon SageMaker to collect and process real-time customer data at scale. It could also onboard, infer, and compute over 40 user attributes monthly to provide a 360-view of its customers.
Our partners benefit from AWS’s cloud infrastructure for a variety of customer service initiatives, including generative AI and crosschannel experiences.
Genesys Cloud, built entirely on AWS, offers a range of AI-based tools that help enhance customer experience. Genesys Copilot for contact center agents and generative AI tools are designed to help agents find answers to customer problems in product knowledge bases more quickly. Copilot, the first of three role-based copilots released, can generate after-call summaries, a time-consuming task for human agents. Empathy Detection are AI models that “hear” agent empathy in digital and phone interactions and can evaluate how well customers are seen and heard in a Genesys user’s contact center. It can also be used to develop custom agent training that sharpens their emotional intelligence. Genesys Pointillist journey analytics platform connects the dots between customer interactions revealing the actual paths customers take as they engage across touchpoints enabling telcos to rapidly uncover insights that can be used to dramatically improve the customer experience.
As an AWS Advanced Technology Partner, Zendesk offers telcos seamless, personalized, branded support experiences on every channel by bringing together data from all parts of the business. Creating a better customer experience requires having the right customer data at the right time and Zendesk provides the complete customer service solution that’s easy to use and scalable. Zendesk’s open and flexible platform integrates with the rest of the tech stack, giving a complete customer view with builtin analytics and automations enabling personalized and effortless conversational experiences across any channel and device.
Leveraging AWS’s secure and scalable cloud infrastructure, Tealium’s Customer Data Hub encompasses tag management, an API hub, and a customer data platform working with AWS ML and data management solutions that make customer data more valuable, actionable, and secure. The Customer Data Hub helps companies collect and unify customer profiles including their interactions. They then, activate these interactions in near real-time with Amazon Personalize, a fully managed ML service that uses data to generate item recommendations for users to deliver an exceptional customer experience. This integration allows companies to quickly build and deploy curated recommendations and intelligent user segmentation at scale using ML, helping brands harness the power of data and technology to deliver hyper-personalize product recommendation to customers.
AWS helps telcos deliver more personalized, efficient, and satisfying customer experiences. By modernizing customer engagement platforms and leveraging AWS’s advanced analytics, and AI-powered solutions, providers can improve contact center performance with AI, predict customer churn, personalize service recommendations, and gain valuable insights to enhance customer satisfaction, improve retention, and accelerate innovation.
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