Big Data technologies, cloud services and price drops in storage disks means companies can now keep hundreds of terabytes and even petabytes of data forever. But is there any real benefit from keeping all this data? For telecoms operators there are three main reasons why they should do so.
1. Understand the past, be more efficient
It’s a no-brainer: keeping historical data enables companies to understand the past. For telecom operators this means to be able to diagnose outages faster and therefore help a call center be more efficient.
The Time-to-Resolution or TTR, is one of the key metrics call centers follow closely, and TTR is directly related to customer satisfaction. The faster the time-to-resolution of a call, the more satisfied the client. Keeping historical data on all customers can therefore clearly help with better TTR indicators.
By accessing historical data on a client, customer service operators can see when problems have occurred in the past: eg dropped connections, macro blocs, memory leak, WiFi configuration issues, interferences... Most of the time, customers who experience intermittent internet connection drops have no problem when they actually call the call center. In which case, the call center operator will have difficulty understanding the issue. The client then becomes frustrated and the TTR is long. Using historical data, the problem can be identified with ease. The historical data also helps to qualify the level of incident the client is experiencing and decreases TTR.
2. Understand the evolution patterns
In understanding evolution patterns, moving average variations and peak data changes are essential. Historical data enables the tracking of improvement over time which gives key insights. These insights are essential for driving a business.
Marketers are always trying to improve their understanding of customers and segment them better. Keeping historical data can help marketers understand if their customer segment is changing. Thus help them adapt to their customers’ evolving needs with new offers.
For example, having a concrete understanding of historical and present VoD usage and the variation, means that telecom operators can increase the resources for each OTT service so that the quality of experience remains enjoyable.
3. Enable big data forecasting
Big data technology makes it possible to analyse past data to forecast future events. But to do so, the forecasting algorithms rely on large historical data sets. Thus storing historical data is a prerequisite.
Based on billions of calculations and data points over past events, big data now makes it possible to forecast and predict events. Forecasting the weather for the next days or predicting consumer behaviour becomes far easier.
For example, for telecoms operators this means taking advantage of this technology to be proactive in problem resolution. They could, for instance, predict if a customer's television broadcast will fail based on macro block variation calculations.
These three points are just part of the reason why Ezako is campaigning for telecom operators to start retaining their historical data as soon as possible, in order to be able to provide higher quality service and appropriate offers to their clients, now and in the future.
Bora Kizil is a graduate in Artificial Intelligence from Dauphine University, Paris, with an MBA from HEC Paris. He is ex-Director of Rocket Internet and an e-commerce specialist.
Ezako was set up in 2011 as a French startup and is currently based in Sophia-Antipolis near Nice. It publishes tools and algorithms using Big Data technologies: recommendation and customisation algorithms, pretargeting, data processing, monitoring, analysis and failure prediction tools, etc., placed in a QoS and QoE monitoring software suite designed for Telecom operators. It has developed Big Data solutions dedicated to this sector, such as data collection, data analysis and monitoring, to assist the telecommunications industry with digital transformation. Precise use cases have been developed with prestigious customers. Ezako is today able to deliver a list of customers dissatisfied with the triple play service to operators, to generate alerts, predict equipment failures and faults, and to offer a recommendation algorithm for set-top boxes. For more information see: ezako.com/en