service experience. In addition to this, customers should feel valued and understood by their service provider through every interaction they have with them. This means operators need to be able to provide customers with offers that are highly personalized to their unique needs and usage habits. It also means providing a greater degree of flexibility, control, and personalized services within customer care channels. A Digital BSS with integrated AI capabilities can help operators meet both customer expectations.

Etiya’s AI-driven Digital BSS helps service providers and enterprises transform their customer experience by providing a deep understanding of the customer and service factors — and the relationships between them — and creating virtual simulations they can use for scenario modeling. This enables them to test and predict customer acceptance without the risk of lost business and revenues. Etiya’s Digital Twin of Customer (DTOC) approach empowers telecom operators to take their customer experience to the next level with hyper-personalized offers, recommendations, and virtual agents that provide support in the process.

Highly tailored, predictive retention helps telecom operators reduce churn and decrease costs associated with new customer acquisition to replace lost revenue. When operators compete on customer experience, and not on price, this also maintains healthier margins while increasing revenues with better service uptake, allowing them to invest more in innovations that will ultimately bolster customer satisfaction.

Using AI and Digital Twins to Optimize CX

Digital twins allow operators to create a predictive model of their customers, including their behavior, habits, and usage patterns. The digital twin can then be integrated into service providers’ BSS environments for customer experience management, segmentation and targeting, demand and resource forecasting, predictive maintenance, cost optimization, simulation, risk management, and process optimization.

AI is a broad term with a wide variety of use cases, and perfectly suited for improving the customer experience, including supporting digital twin modelling. For example, Etiya’s Digital Twin engine — built on Etiya’s Artificial Intelligence Platform, Cognitus — enables digital twins to be modeled, monitored, analyzed, and continuously updated with new data. Etiya’s Digital Twin engine becomes a “living entity” and new modelling can be performed at any time with fresh data. This allows operators to stay current with constantly evolving customer requirements and needs.

Through AI and ML technologies, Etiya’s Digital Twin model uses deep customer insights to create hyper-personalized recommendations. These highly relevant offers can be based on similar users, basket content, or relevant sales points. Offers can also be created for “similar,” “trending” or promoted items, cross-sell and upsell opportunities, and discount packages. This ensures better service adoption through more relevant offers to similar customers.

Digital twins can also be used by operators as a testing ground to improve offers and processes by providing high-value analytical insights before introducing them to customers. In addition, these insights can be combined with different scenarios and experiments to virtually design different desired outcomes.

Digital Twin technology can also empower a seamless customer care and customer self-service experience. Relevant customer recommendations become a seamless part of the customer journey. For example, customers will see offers tailored to their specific needs and usage habits and provide the best value for them in their web self-service portal.

In addition, an LLM-based virtual assistant can also be used to support sales and customer service agents to provide tailored offers, and allows them to experiment with bundles and dynamic pricing. In a guided configuration process CSRs can find the most suitable offer that provides the best value, for both the customer and the operator. The algorithm also predicts the uptake by customers and projects the potential revenue that such offers could generate. This provides operators with a greater degree of certainty, putting them back in control of their growth.

Business Outcomes with Next-level CX

In an increasingly competitive telecom landscape, CX has become one of the defining factors for success. By integrating AI and Digital Twin technologies into Digital BSS, operators can change the way they engage with customers, transforming customer care from a cost center into a powerful growth enabler.

Next-level CX with personalized and proactive service delivery provides a seamless, smart, and immersive customer journey, driving higher satisfaction and retention, while predictive insights reduce churn and foster loyalty. Tailored upselling opportunities and innovative pricing strategies unlock revenue growth and help operators in achieving sustainable profitability. Moreover, it places the customer at the heart of operations — where they rightly belong — and this commitment to providing an exceptional customer experience elevates brand reputation.

Telecom customers are complex, and it takes sophisticated technology, such as AI and digital twins, to enable automation, visibility, and control of the customer journey to take CX to the next level. To thrive in this dynamic market, telecom operators must embrace these transformative tools and place CX at the heart of their strategic priorities. Innovators such as Etiya provide powerful Digital BSS Platforms with integrated digital twin and Artificial Intelligence (AI) technology to help CSPs gain deep customer insights and create highly personalized offers. This gives operators the ability to dynamically experiment with offer creation to increase campaign success rates, enhance customer satisfaction and chart their own course to maximize growth.