Artificial intelligence is already a key tool for improving the customer experience
Artificial intelligence is now part of our everyday conversation. It has moved beyond being a distant promise to become an accessible, everyday tool that is increasingly integrated into work processes. Most of us have tried some form of AI solution, if only out of curiosity, and that first experience usually leads us to a clear conclusion: when used well, it can help us think more clearly, work with greater focus and make the most of knowledge that was previously scattered.
However, the key does not lie in simply accepting the first result a tool offers. The real skill lies in knowing how to ask questions, interpret, cross-check, adapt and turn the answer into real value. AI does not replace professional judgement; it enhances it when applied methodically, with a critical eye and an understanding of the business.
At Telefónica, as a technology and digital company, innovation is a natural part of the way we work. And in the field of Customer Satisfaction, where the goal is to strive for excellence, any tool that enables us to listen more closely to the customer, detect patterns and accelerate continuous improvement deserves to be thoroughly explored.
Listening to the customer’s voice more intelligently to make better decisions
At Satisfacción GGCC, we work with particularly valuable information: the direct feedback from our major customers. Every interview, every comment and every nuance provides insights into how they perceive us, what they expect from us, what they value positively and where we need to improve. The challenge lies not only in gathering this information, but in transforming it into useful knowledge for decision-making.
Until now, information technology has already been helping us with tasks such as arranging interviews, administrative management, following up on contacts and organising questionnaires. Furthermore, we combine different formats of customer interaction: telephone interviews, Teams sessions, face-to-face meetings and online platforms, tailoring the channel to the availability and profile of the interviewee.
AI introduces a new layer of value: it enables us to speed up information processing, organise content, identify recurring themes, summarise qualitative opinions and facilitate the production of more consistent reports. This does not mean uncontrolled automation, but rather relying on technology to devote more time to what truly adds value: interpreting, prioritising and implementing improvements
How we apply artificial intelligence to satisfaction analysis for Key Accounts
The use of AI in report generation is based on a structured process. The interview remains the central element, as this is where we truly listen to the client. From there, technology helps us organise and utilise the information more efficiently.
- Recording the interview, always in accordance with established criteria and permissions.
- Transcribing the content into text, to provide a comprehensive and verifiable record.
- Processing the transcript using AI models, applying predefined content rules and criteria.
- Extraction of quantitative and qualitative results, in line with the established questionnaire and the report’s structure.
- Human review of the results, to validate conclusions, correct deviations and ensure that the analysis accurately reflects what the customer has said.
This final point is essential. AI can summarise, classify and propose interpretations, but expert knowledge remains indispensable for distinguishing the relevant from the incidental, contextualising each comment and avoiding simplistic interpretations. In customer satisfaction, we do not work with isolated data: we work with relationships, expectations and experiences that require sound judgement.
Data quality and human supervision: the key to reliable AI
We are in a phase of continuous learning and refinement. Each version of the system enables us to better identify where the AI gets it right, where it needs more context and where it may make mistakes. That is why we are reviewing the results obtained, identifying potential hallucinations, refining instructions, correcting incomplete analyses and aligning the final result with the reality expressed in the interview.
The aim is not to produce reports more quickly at any cost, but rather to produce reports that are more consistent, traceable and useful. Efficiency is important, but it must go hand in hand with quality. The effective use of AI should help us reduce repetitive tasks, standardise criteria and free up time for analysis, without losing accuracy or sensitivity to the customer’s voice.
It is also crucial to work with clear rules: what information should be included, how comments are summarised, how quantitative data is presented, what level of detail each section should have, and what checks are carried out before a report is approved. The better defined these rules are, the better the results will be and the lower the risk of misinterpretation
From advanced analytics to real improvements in the customer experience
The true power of this approach becomes apparent when we link analysis to action. AI can help us detect trends, group common concerns, identify customers showing signs of risk, highlight best practices and bring to light recurring themes across different interviews. This enables us to prioritise more effectively and focus our actions on what has the greatest impact on the customer experience.
In Key Accounts, where the relationship with the customer is strategic, simply listening carefully is not enough. We must be able to understand, anticipate and respond. Technology can become an ally in speeding up analysis, but the difference will be made by our ability to transform those insights into decisions, improvement plans and effective follow-up.
The future of customer satisfaction combines AI, expert knowledge and a personal touch
AI presents a significant opportunity to evolve our customer feedback and satisfaction analysis activities. It enables us to work more agilely, make better use of available information and strengthen our active listening to our key accounts. However, its value will depend on how we integrate it: methodically, with human review, quality controls and a clear focus on improvement.
The ultimate aim is to gain effectiveness and efficiency, but, above all, to detect the customer’s voice more frequently and more accurately. If we manage to combine AI’s processing power with our business knowledge and the sensitivity of our teams, we will be better placed to drive improvement initiatives and move towards excellence in our relationships with our Key Accounts.
Telefónica is driving a customer experience based on innovation, trust and excellence
Transforming the customer experience requires combining technology, talent and business knowledge. At Telefónica, we are working to offer our customers the most advanced digital capabilities through the best connectivity, continuous innovation and the responsible use of technologies such as artificial intelligence.
As set out in our corporate value proposition,“Telefónica has taken on the unquestionable challenge of becoming the best gateway for citizens to digital technologies”, driving the creation of a more innovative and competitive company, capable of offering more and better services, building trust and contributing to the strengthening of technological sovereignty
