AT&T was trying to understand what factors were leading to customer churn, and which of these factors were not being addressed effectively by many engineering and marketing processes aimed at retaining customers. The responsible teams needed help identify where customer complaints were coming from, that is, not identifying just the home residence of customers or businesses that were having service issues, but where along the routes of the daily, weekly, and monthly movements of customers these service issues were occurring. The amount of data, the heavily spatial aspect of the data, and the limitations of their existing tools proved to be too much for these teams to resolve their analyses in an actionable period of time.
Used Alteryx to build market-level analyses of call data and network data to determine issues like frequency interference between over 50,000 antennae sites in the AT&T national network. These solutions were produced as a single Alteryx macro that could be shared across regions to standardize the company's methodology
- Jim McConihe, Performance Tools Manager at AT&T
to solving many performance monitoring issues.
In order to produce the results for this particular analytic solution, Alteryx had to find the distance from one antennae site to another with the same frequencies. Such an analysis could not be performed with any other tool known to the teams, but using Alteryx this process took a couple of hours and produced answers for the entire country.
Results from these never before accomplished performance analytics deliver insights that were not possible before. These insights have proved to be a competitive advantage to AT&T in seeking and addressing the root cause of customer churn-related service issues. In addition, the spatial and device/customer specific results have also enabled AT&T to take action to communicate effectively with customers when issues do arise. Increased revenues from reduced churn numbers and improved customer satisfaction numbers have been significant.