Telco utilises data to improve customer experience

One of Australia’s biggest telcos was experiencing strong growth in call numbers to their call centres, leading to increased wait times, lost sales, and frustrated customers.

The telco wanted to improve this experience for customers, so they engaged Arq Group, to investigate the key drivers behind this increase in call numbers. To understand why our client was experiencing higher call volumes, we analysed a dataset of 50,000 calls recorded over the space of three months.

Using a combination of text mining and topic modelling, we were able to identify key topics contributing to the increase in call volumes, including issues with modem setup guides and BYO modems, change of address enquiries, and a high incidence of hardship, debt, and financial issues. We also found that SMS communications were a key call driver, particularly in relation to NBN installation appointments, non-payment of bills, and subsequent service cancellation.

Armed with this new insight, our client is now working on developing new self-service strategies that will increase adoption and reduce cost to serve.