A new customer experience index to keep pace with the growing complexity of cellular and Wi-Fi networks

Commercial context

The proliferation of 5G, open architectures, and the shift towards virtualization are rapidly shaping new technical environments which CSPs must navigate. This evolution results in increasingly complex networks requiring effective management – ensuring high network efficiency and delivering superior quality of experience (QoE) to customers, both during and after the implementation of new technologies, is crucial. Managing this complexity necessitates proactively anticipating and resolving customer issues before they occur, making autonomous networks essential.

The Autonomous CEI for zero-touch 5G and Wi-Fi networks Catalyst project is a key initiative tasked with solving this issue. Initially focusing on 5G networks, the project has evolved through various phases and had broadened its scope to include Wi-Fi, which itself is undergoing a renaissance thanks to Wi-Fi 7 and HaLow. As applications and adoption of these technologies rise, effective management of these architectures becomes essential. The project aims to fulfil this ambition with lasting impact by incorporating key technologies like decision intelligence and aligning with global sustainability goals.

The solution

The fourth phase of this Catalyst project revolves around the development of a sophisticated customer experience index (CEI) model to gauge and enhance QoE across both 5G and Wi-Fi networks. Initially, CEI models were based on crowdsourced data and network data from performance metrics (PM), deep packet inspection (DPI), and probes. These models evolved to include predictive capabilities using a network data analytics function (NWDAF), allowing for dynamic network planning and proactive issue resolution.

The CEI analytic models provide a comprehensive view of customer experience, incorporating data from various sources to predict and address potential issues. Automation use cases are implemented to maintain customer experience service level agreements (SLAs) through closed-loop operations with anomaly detection and root cause analysis (RCA). Dynamic planning and network slicing, based on CEI insights, further enhance network performance.

This is underpinned by a network digital twin, which is in effect a virtual representation of the network. It incorporates customer experience data and 3D visualization capabilities, allows for testing and validating network actions and strategies in a simulated environment. The integration of decision intelligence supports sustainability initiatives and enhances decision-making processes by utilizing various data sources and machine learning algorithms.

Wider application and value

The Catalyst project demonstrates how CSPs can maintain, and even significantly enhance, service quality and operational efficiency while adding complexity to their networks. Additionally, it offers a means to improving overhead costs by resolving issues before they occur, thereby reducing complaints. This proactive approach decreases reliance on call centers and accelerates the response to service degradations.

These advantages are especially significant for Wi-Fi networks, where measuring customer experience is challenging due to environmental variables and limited network measurements. In this context, even small improvements can greatly enhance customer satisfaction and reduce churn. By gaining visibility into in-home performance and understanding the QoE from real households, CSPs can obtain competitive intelligence that positions them as leaders in in-home experience and performance. This capability is essential for bridging the gap between benchmarking and optimization, ultimately positioning CSPs as preferred providers in a highly competitive market.

“This Catalyst project exemplifies how innovative technologies and data-driven strategies can transform network management and customer service in the telecom industry,” explains Julia Martínez Arenas, Customer Experience Manager of Telefónica. “By anticipating and addressing customer needs proactively, CSPs can ensure superior QoE, drive operational efficiency, and unlock new opportunities for growth and differentiation.”