How AT&T is using big data in customer experience strategy

The application of advanced analytics is key when it comes to providing AT&T subscribers with a superior network experience, according to a company executive.

The telco uses a model to correlate network quality and customer experience, Jerónimo Diez de Sollano, network experience executive at AT&T, told the Mexican Telecom Forum being held in Mexico City this week. The former is evaluated using traditional key performance indicators (KPIs), such as voice quality, coverage, and transmission, he said.

Customer experiences are evaluated using non-intrusive information on data services, call reliability, and the performance of applications, according to Diez de Sollano.

Diez de Sollano pointed out that a download speed might appear right in the KPIs, but customers might experience longer latency when using a specific app. In this cases, customer will have a negative impression of the telco's network, he noted.

By correlating experiences interpreted with advanced analytics with KPIs, AT&T is able to understand negative customer experiences and address them proactively, according to the executive.

Diez de Sollano underscored that AT&T currently covers 144 Mexican cities compared to 111 cities covered a few months ago, and 77mn people.