Globe Telecom is using an AI-enabled CX solution developed with AWS and Stellar Elements to stabilize and improve customer retention.

Jennifer Clark, Principal Analyst – Cloud Infrastructure & Edge Computing

March 5, 2024

4 Min Read
Artificial Intelligence computer chip over two layers of printed circuit board tracks
(Source: Andreas Prott/Alamy Stock Photo)

Globe Telecom is the largest mobile operator in the Philippines, with reported revenue for 2023 of P162.33bn ($2.89bn) and 54.7 million subscribers as of November 2023. Most of these mobile users are prepaid subscribers, which makes for a highly competitive market where users can — and do — switch carriers frequently. The barrier for switching is very low, and customers often jump to take advantage of short-term (typically one, three or seven days) promos.

Globe needed a way to stabilize and improve customer retention. To do so, the company first needed to "dimensionalize" its customers. Current metrics, such as the Net Promoter Score (NPS), have limited use as a standalone number. However, when correlated with internal data, NPS becomes more valuable and can be used, for example, in modeling for churn prediction. It becomes especially useful when combined with internal data and qualitative feedback and powered by natural language processing (NLP) and artificial intelligence (AI).

Like all carriers, Globe has a rich amount of data, but it needed help to readily leverage this data on a per-subscriber basis for troubleshooting subscriber issues, devising new promotions, creating new bundles, etc. Globe is interested in taking these capabilities one step further than its competition by analyzing and leveraging data quickly and with more granularity. The timing of the data is critical, as Wil Sarmiento, CRM head at Globe Telecom, remarked to me in an interview, "If something bad is happening, you don't want to respond next week or even the next day." To turn around the situation and attempt to retain the customer, the communications service provider (CSP) must respond quickly — ideally with a combination resolution/offer that is personalized and meaningful to that specific customer.

The AI journey

Globe must harness both structured and unstructured data from multiple channels to create a personalized image of the subscriber, and it must do so without a time lag if the company hopes to apply its learnings to customer experience (CX) on the fly. AI is critical to helping Globe meet these goals. To create an AI-powered CX proof of concept (PoC), Globe has turned to two partners, Amazon Web Services (AWS) and Stellar Elements, an Amdocs company.

Globe tapped AWS for its Connected Customer Journey (CCJ) platform, part of the AWS Solutions for Telecommunications product portfolio. CCJ, as its name suggests, enables CSPs to centralize and refine customer-context data from multiple channels. By taking siloed, raw and incongruent data and then analyzing it in real time, CCJ can deliver to the CSP a "single source of truth." The CSP can then use that to create an image of the customer journey and derive suggestions for improving that journey.

The AI-enabled CX PoC is structured around a robust data strategy, with Stellar Elements building data products on a data lake built on AWS. None of the large language models (with prompts) leave the Globe account, and the base model is trained only on Globe data. All of this adds to both the security of the solution and the ability for hyper-personalization. The resulting solution can provide capabilities such as the following:

• Real-time churn prediction

• Real-time customer journey segmentation

• Next-best experience prediction

• Personalized communications and marketing

• Human-like chatbots

According to Ajay Ravindranathan, principal AI/ML solutions architect at AWS, "Utilizing capabilities like Amazon Neptune for easily modeling complex data relationships supported by Amazon Neptune ML and Amazon SageMaker integration enables customers to focus on their data and extract the most value out of it."

Next steps in the journey

Globe already places significant emphasis on CX, but the new AWS CCJ and Stellar Elements solution will allow it to "get to the next level," pushing the envelope and identifying new opportunities. The journey is not without its challenges, however. Globe identified one of its most significant issues as the existing organization, both people and systems. As Sarmiento said, "Change management is hard. The day-to-day jobs change as we re-tool the Globe CX system." All elements of the organization are involved as Globe works to bring in data from multiple sources, including multiple operations and business support systems and call centers. Bringing all this together at scale while maintaining security and reliability is difficult.

Looking ahead, Globe is building toward a closer collaboration between the care side of the house and marketing. The care side of the house creates a lot of valuable data that can be used to deepen relationships with individual customers and engage them in meaningful ways across the lifecycle. Globe identifies the use of this data as a "huge opportunity," as it generates incremental value for the carrier and its customers. As its CX journey unfolds, Globe is eager to leverage its ability to reveal the connected customer journey of its customers, individually, across channels and over time.

This blog is sponsored by AWS.

About the Author(s)

Jennifer Clark

Principal Analyst – Cloud Infrastructure & Edge Computing

Jennifer Pigg Clark is Principal Analyst with Heavy Reading covering Cloud Infrastructure and Edge Computing. Clark provides actionable insight into service provider evolution, examining the challenges and opportunities facing network operators as they move towards 5G and IoT with an increasingly virtualized and cloud native infrastructure. Clark examines the solutions and technology reshaping the telco data center, technologies such as Edge Computing, Open Source, OpenStack, container networking, Network Orchestration, Software Defined Networks (SDN), Network Functions Virtualization (NFV), and SD-WAN. Clark started her industry research career with the Yankee Group, which was acquired by 451 Research in 2013. She held the role of Sr. Vice President at Yankee Group. Prior to joining Yankee Group, Clark was Manager of Network Planning and Strategy for Wang Laboratories'corporate data network. She began her career at Wang with responsibility for the domestic and international roll-out of Wang's packet network, connecting more than 250 locations in 14 countries. Before joining Wang, she was a member of the IT research and development division of Commercial Union Insurance Companies. Clark is a highly regarded speaker at industry seminars and conferences and is frequently cited by the commercial and trade press. She has been a guest lecturer at the MIT Sloan School of Management and is a member of the IEEE. She holds a B.A. degree from Mount Holyoke College.

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