Telecom Leader Unlocks Market Growth with genAI
This leading telecom company had long struggled to hear its customers echoed in its product development, with many products released without any data backing. These products would often take months to develop and often failed to meet customer needs. Yet, any attempt to incorporate customer concerns was made difficult by the sheer volume of data from various feedback channels, all requiring timely analysis. Despite these hurdles, the telecom company still sought a way to incorporate the customer’s voice into product development: a pain point tracker for consumers.
A major telecommunications company struggled to orchestrate product development that could swiftly pivot in response to customer demands. Seeing the potential for generative AI to enable the client, IBM proactively proposed a solution that would fast-track the telecom giant’s product development. By ingesting 13,000 customer insight data sources and identifying eighty-six pain points, the generative AI solution led to the generation of twenty-four product theme ideas.
As a result, the client’s research and development team saw an 83% reduction in product development time (from nine months down to six weeks). 100% of their final concepts in turn earned top-quadrant placement for feasibility metrics during POC.
Most importantly, these concepts were tailored to customers’ pain points and supported by extensive research data. For the first time in the telecom industry, a company has harnessed the power of generative AI for growth, transforming their customer feedback data into a self-sustaining funnel of fast, competitive, and actionable product ideas.
83% reduction in product development time (from 9 months to 6 weeks)
100% final concepts earning top-quadrant placement for feasibility metrics during POC
13K data sources (including reviews, comments, and transcripts) leveraged by genAI for customer insight
IBM Consulting took the initiative to approach the client with a generative-AI solution that utilized our expertise in user research and data. As part of the project’s Phase Zero, IBM and the client built a series of AI assistants that collect information from product reviews, online forums, and social media to provide data for product research and development.
Utilizing Dialexa’s expertise, the AI assistants structure this information in the Pain Point Tracker, an integral part of IBM Consulting’s Digital Product Engineering offering. The product concepts born of this data were then measured against the telecom company’s internal standards for feasibility, and all concepts were determined to be in the top quadrant. Based on these successes, the client and IBM are further developing training and UI that will, through specialization, serve specific communities within the telecom’s customer base.
One crucial area the project was able to address was the integration of the customer’s voice in the ideation or evolution journey, facilitating a deeper understanding and commitment to meeting user needs. The project also created a clear path between new ideas and product development, enhancing transparency and traceability within the innovation pipeline.
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