Telcos must utilise AI to assess customer satisfaction

It will help firms assess customer satisfaction and build a forward-looking capital allocation.

Telecommunication firms must utilise artificial intelligence to assess customer satisfaction and advance their data programs and build a forward-looking capital allocation, according to a McKinsey report.

Firms must first understand what the customer cares about as they can not go through simulations without scoring customer experience first.

Moreover, companies must weigh the cost of performing simulations to narrow down the network interventions to simulate only those involving priority sites.

This way, they can determine the level of granularity for the investment decision. For example, a decision may require data at the sector, carrier, site, or area level.

Next, they must decide the array of network interventions to be simulated. For instance, a multiple-input, multiple-output (MIMO) upgrade could be considered on its own or in conjunction with the addition of spectrum.

Lastly, firms must consider the governance around capital decisions. Typically, chief technology officers (CTOs) have led capital expenditure decision-making, but as better insights allow telcos to see the impact of network decisions on revenue, the discussion needs to include CEOs and CFOs.