How Telefonica Is Leveraging Customer Insights and Analytics to Increase ROI

Maya Fowell

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Interview with Lorraine Stone, UK Country Director, Dynamic Insights at Telefonica, about how to utilise insights and analytics to improve the customer experience.

In a recent interview with Telefonica, UK Country Director Lorraine Stone shared that after tweaking the business model of Telefonica’s Smart Steps initiative (a programme that gives companies access to aggregated, anonymised-data events on consumers), they remained committed to finding different technologies that may allow them to generate precision in the retail sector in the near future.

SEE ALSO: How Orange Used Customer Insights and Analytics to Revolutionise Their Business

As far as foresight goes, Stone’s was pretty spot on. Having the right technological capability stood in Telefonica’s way before. With that no longer being an obstacle, CX Network caught up with Lorraine to find out exactly how Telefonica are using precise customer insights and analytics to form strategic partnerships with retailers and enter the retail space as well as improve experiences for customers across the UK.