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All Moonshots

GenAI genie redefines CX

URN M24.0.634
Topics AI (Artificial Intelligence), Customer experience management, Customer Relationship Management (CRM)
Finalist

Increasing customer lifetime value through generative AI

CSPs’ customer support and service centers can at times become overwhelmed – meaning they can overlook important aspects of customer interactions, such as the individual’s service history and previous incidents. Generative artificial intelligence (genAI) could help CSPs address this challenge and ultimately transform telecoms customer service by correlating full customer history records with actual network events and real-time interactions. To that end, this Catalyst will use genAI to develop an interactive interface that can fully understand the customer intent and sentiment and can resolve issues automatically. It will create a domain-specific genAI system by linking CSPs’ proprietary models with public large language models (while meeting privacy and legal obligations) and then refine that system over time. When the customer makes an enquiry through chat or voice, the proposed solution would use speech, text and/or video to deliver hyper-personalized conversations to help customers fix problems. These could include Wi-Fi coverage holes, subscription issues, billing questions, plan changes (including automatic discounts) and upselling relevant products. The aim is to develop a system that can progress through a sequence of correlation, scoring, insight and action in just 8 milliseconds. As better customer service will create enthusiasm and stickiness for a CSP’s brand, the solution should improve CSPs’ net promoter scores (NPS), ultimately increasing customer lifetime value. At the same time, CSPs will be able to reduce costs, allowing employees to focus on more value added and complex interactions: those that need empathy and a human touch. The project team will measure the success of the solution by tracking the impact on CSPs’ revenue, profitability and operational efficiency. It plans to provide a full business value calculator that will predict the return on investment (ROI) of a deployed production version of the solution. The goal is to exceed the 641% ROI (over a three year period) achieved in phase one of the catalyst, which employed hyper-personalization to improve customer satisfaction, reduce churn and increase customer lifetime value.

Resources

Come meet us at the Moonshot area MC6! Communication Service Providers (CSPs) face a challenging landscape of stagnant revenues, rising costs, and customer churn. Differentiating in a crowded market while grappling with inflexible, siloed data systems is a constant struggle. Recognizing the transformative power of AI, we've embarked on a Moonshot Catalyst journey to address these pain points. Building on last year's success in hyper-personalization, which yielded an 18-24% churn reduction and a $1.89/month ARPU increase, we're now aiming for a bold 30% EBITDA increase. Our approach combines predictive, adaptive, and Generative AI (GenAI) into a comprehensive, governed, AI-powered "Genie" that spans all ODA domains within a CSP. The Genie's Three Core Capabilities: Multimodal AI: Enables the Genie to understand and respond to various data types, including text, images, and potentially even video, unlocking new possibilities for customer interaction and operational optimization. AI Automation: Optimizes existing processes by automating repetitive tasks, reducing errors, and freeing up human resources for higher-value activities. This directly addresses the productivity paradox, ensuring AI enhances rather than hinders efficiency. Modular Governance & Responsibility Framework: Ensures ethical and responsible AI use, fostering trust while maximizing the potential benefits. This framework is key to achieving a sustainable 130% ROI. How the Genie Drives Impact: The Genie operates within five revenue domains and five cost centers, leveraging an AIOPs orchestration framework to: Boost Revenue: Enhance cross-selling, upselling, and customer engagement through data-driven insights. Reduce Costs: Optimize processes and drive efficiency gains through AI automation. These combined effects create a powerful synergy to achieve the targeted 30% EBITDA increase. A Proven Solution A comprehensive AI Brain demo, using real CSP data, will showcase the Genie's ability to impact revenue generation, cost savings, and governance. Extrapolating these results across multiple domains demonstrates the path to achieving the 30% EBITDA goal over nine years. Technology Partnership The catalyst leverages cutting-edge technology from Google Cloud Platform (including Vertex AI and Gemini), Accenture's Customer Data Architecture, and Pega's AI-driven workflow management and real-time decisioning. This strategic partnership combines expertise in infrastructure, data, and AI-powered actions to create a best-in-class solution. Innovation and Openness Key innovations include real-time decision-making and multimodal GenAI capabilities that support global languages and dialects. Our commitment to Open Digital Architecture (ODA) principles ensures modularity, composability, and reusability, making this solution adaptable to any CSP's needs. The Path Forward This catalyst represents a paradigm shift for the industry, proving the value of AI-powered innovation and demonstrating a commercially viable framework for scalable and sustainable growth. By addressing today's challenges and embracing the future, CSPs are poised to redefine their role in the digital age

0. Start

START HERE - Learning Paths

Teaser Video

1. Introduction & Overview

M24.0.634 - Arena Deck

2. Business Value

Business Value Calculation

Value Analysis Graphs

Business Value Analysis (walkthrough)

3. Detailed Explainers & Videos

1. ACT 1 - BigQuery and Cloud storage

2. ACT 1 - Contact Center AI

3. ACT 1 - Pega

GenAI-guided WiFi Placement

Infographic

Project summary infographic

Inform feature

Is the new ‘Genie’ genAI interface the answer to boosting EBITDA?

Contact team

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Team members

Accenture logo
Bell Canada logo
Champion
Elisa Corporation logo
Champion
Google Cloud logo
Pegasystems, Inc. logo
Saudi Telecom Company logo
Champion
Turknet logo
Champion
Verizon Communications logo
Champion
Vodafone GmbH logo
Champion
Vodafone Group logo
Champion

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