How Customer Insight and Analytics Has Transformed Telecoms
A Case Study From Telefónica Digital
Advancing technology has allowed us to know more and more about our customers and now the challenge has become how to best use that information. Telecoms IQ spoke with the Global Head of Business Intelligence at Telefónica Digital, John Belchamber about the changes in the industry and how big data is improving the accuracy of end to end decision making while ensuring consistent improvement. John elaborates on veracity in big data as well as how companies are moving from purely revenue based views of the customer to ways of delivering value for the customer to mitigate churn risks.
