Claro improves the experience of 1,500,000 customers with Azure Synapse and Machine Learning

Using Microsoft Cloud technologies, and with the help of Microsoft Partner Octupus, Claro has deployed a new platform providing dashboards with data of about 1,500,000 customers in Argentina and Paraguay. As a result, the telecommunications company was able to view 26,000,000 daily records in real time to focus on providing optimal Wi-Fi service.

“A data warehouse was created in the cloud using Azure technology, which served as a data repository and facilitated the implementation of machine learning processes.”

Juan Francisco Catalán, Director of Planning, Engineering and Network Quality, Claro

A focus on customers

In an increasingly digitized world, Claro Argentina sought to improve its customer experience and adapt to the challenges of digital transformation. With the help of Microsoft Partner Octupus, the telecommunications company implemented innovative solutions to boost the quality of its services and strengthen its customer-centric approach.

Opportunity in service

Claro Argentina is committed to offering its customers an exceptional service experience, backed by a customer-centered working philosophy and a rigorous zero-tolerance policy for defects. To achieve this, the company identified the need to use data to understand its users’ experience in depth and determine the main factors that affect their satisfaction. In the first instance, the starting point was defined as the fixed internet service for homes.

Deployment within 10 months

To address these challenges, Claro and Octupus used Microsoft Azure Synapse Data Warehouse and Azure Machine Learning Studio. Over 10 months, these solutions enabled real-time synchronization of various relevant information sources, such as network platforms, satisfaction surveys, monitoring tools, customer relationship management, and customer complaint systems.

“A data warehouse was created in the cloud using Azure technology, which served as a data repository and facilitated the implementation of machine learning processes,” says Juan Francisco Catalán, Director of Planning, Engineering and Network Quality at Claro.

“In order to manage this number of records and view them in real time, the channel’s performance had to be assessed, incorporating ways to manipulate the information and refactoring the data.”

Christian Hisas, Chief Technology Officer and Co-founder, Octupus

Measure to improve

Claro formed an architecture based on extracting data from different platforms to deposit them in the Azure Synapse Analytics pillar.

After this flow of information had passed through the Microsoft solutions suite, Octupus was able to provide Claro with dashboards based on quality perception, coverage, number of tickets, zones, and configuration parameters on the devices of 1,500,000 customers. Creation of these dynamic dashboards was made possible thanks to Power BI.

Putting data to good use

The network platform succeeded in delivering 26 million records per day and data on one-and-a-half million customers located in Argentina and Paraguay.

“In order to manage this number of records and view them in real time, the channel’s performance had to be assessed, incorporating ways to manipulate the information and refactoring the data,” explains Christian Hisas, Chief Technology Officer and Co-founder of Octupus.

The main tools used were Azure Synapse Data Warehouse, Azure Machine Learning Studio, Microsoft Power BI, Microsoft Power Automate, and Microsoft Virtual Agent. These solutions allowed the integration of data, the development of predictive models, and the effective viewing of information.

Successful results

The company has managed to consolidate large volumes of data from various sources into a centralized repository, facilitating data-driven decision making.

Furthermore, the use of machine learning models has allowed Claro Argentina to identify patterns and trends within the customer experience, so now it can improve the quality of its services and anticipate potential issues.

Power BI dynamic dashboards have provided the technical and management teams with a clear overview of operational points and business opportunities, enabling more informed decision making.

“The first dashboard took 20 minutes to consolidate the information. After two months, we had gotten it down to 6 minutes, and after two months, we were able to reduce this process to 1 minute,” recalls Hisas.

The future is Claro

“We are working to be the number one operator in the area of home internet services, and that includes ensuring the best experience in terms of Wi-Fi,” explains Catalán, who admits that he is already talking with Octupus to start bringing in critical, non-critical, and massive and moderate amounts of information from other platforms, and disseminating it across other departments of concern. “I think the next step for us and the different departments within Claro will be to use data for increasingly specific purposes,” he concludes.

Find out more about Claro Argentina on LinkedIn, Facebook, and YouTube.