Subtonomy Helps Telcos Deliver A Premium Network Experience And World-class Customer Support

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Below is our recent interview with Fredrik Edwall, EVP Sales & Marketing at Subtonomy:

Q: Could you provide our readers with a brief introduction to your company?

A: Subtonomy provides an AI-driven platform to telecoms operators (telcos), which collects data from across their networks and IT systems to deliver a holistic picture of real-time, individual network experience for both consumers and business customers. This data can be used by call centre staff to help them find and fix problems their customers are experiencing, or even by customers themselves using self-service applications. The data can also be used by operational teams to proactively identify and fix problems even before the customer is aware of them. Founded in Sweden in 2012, Subtonomy helps telcos deliver a premium network experience and world-class customer support.

Q: Any highlights on your recent announcement?

A: Subtonomy’s recent research revealed that customers in the Nordics now value their broadband connections so highly that 45% are willing to pay more to get guaranteed service quality and support. But when things go wrong, customer want to be autonomous and help themselves – searching for answers on their telco’s website (34%), looking for answers online (31%), using self-help or chatbots (14%) or even watching YouTube videos (6%). A third of customers are still ringing the call centre, but often only when other methods fail. In our experience, with the right solution in place, as many as 9 out of 10 common support issues can be handled through self-care or digital channels. In addition, virtually all customers (95%) told us they want to receive accurate, timely notifications about planned maintenance and to be kept up-to-date about fault fixing. And, while customers like the idea that their telco will automatically identify and fix problems, about half want to approve the fix first so they have control over when it’s applied.

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Q: Can you give us more insights into your offering?

A: Traditionally, telcos could only see how well their networks were running overall, rather than the experience of individual customers. Subtonomy delivers a far higher level of granularity – enabling them to zoom in and understand why an individual customer has problems. Similarly, systems only used to support a single network (2G, 3G, 4G, 5G or broadband), which meant that support staff had to consult multiple tools to understand the problem. Subtonomy’s solution enables them to see all the services, across all the networks for each and every customer from a single screen. This means faster resolution of problems, which saves telco’s money and makes their customers happier. But, importantly, it also reduces the stress on support staff, because more problems can be handled automatically or through self-care, and the complex problems they still need to triage are easier to resolve because they have the right information at their fingertips.

Q: What can we expect from your company in the next 6 months? What are your plans?

A: In response to demand from our telco clients, we’ve just launched support for broadband networks of all types to complement the support we provide for mobile networks. So it no longer matters if the customer is using fixed line broadband, full fibre, mobile or fixed-wireless access, the telco can identify problems across any network or combination of networks. In the second half of this year, we’re going to launch support for both standalone and non-standalone 5G networks, and increase our probe support. Again, we’re constantly striving to deliver that holistic, real-time and accurate picture our telco clients need. We’re also expanding geographically – adding offices in Asia-Pacific, the Middle East and Africa, so that more telcos can benefit from our solutions.

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Q: What’s the best thing about your company that people might not know about?

A: A lot of the time in telecoms, improvement comes from expensive and long-winded digital transformations. The great thing about Subtonomy’s approach is that telcos can reuse what they already have. We can take data from existing probes and systems and combine it into our platform. This breaks down internal silos and gives telcos the holistic insight they need instantly, and at low cost. Another great thing is that while we have a wide range of ready-to-use applications designed to help different teams across the telco, we also provide an open API. This means that telcos can display the insight we deliver in their existing contact centre systems or reuse it elsewhere to provide insight to operational teams, sales & marketing, business teams and so on. The proof of all this is in the pudding, so probably our best-kept secret – and the thing we’re most proud of – is that we just celebrated 10 years of operation and in all that time we’ve never lost a single telco client.