Tell us a little about yourself. What does your job at Telefónica involve?
I am in charge of the digital transformation strategy for Telefónica Ecuador’s operations. I am also responsible for the following areas: Billing, Collection, Commercial Support, Logistics and Functional Testing.
How does digital transformation impact customer service?
It has an impact because it changes the way employees work, especially those in the value chain, as they are responsible for supporting customers in their digital interactions with the company, promoting self-management and proximity.
Why is it so important?
Customers are becoming increasingly digital, which challenges those of us who work at Telefónica because we have to think and act digitally, from the design of new business models, offerings and processes to their implementation.
It allows us to achieve greater differentiation and connection with our customers compared to the competition.
What influence does the development of AI have on this digital transformation?
AI is key to this evolution because it allows us to get to know our customers better by achieving hyper-segmentation, building predictive models to anticipate their needs and thus be able to carry out actions in real time for customer self-management, incorporating new functionalities into these interactions with customers, and taking advantage of the development of generative AI.
What are the benefits for customers of having a service influenced by digital transformation?
It allows us to provide immediacy and facilitate customer self-management based on knowledge of their preferences and consumption profile.
How are quality standards affected by the implementation of digital transformation?
Quality standards in the application of digital transformation are important in compliance with regulations and monitoring of associated KPIs.
In this regard, compliance with local personal data protection and privacy laws and international standards on responsibility and good use of artificial intelligence, as well as the application of related best practices, is key.
It is essential to measure and improve KPIs that demonstrate better times based on self-management, lower costs than traditional channels and a digital experience that sets us apart from our competitors.
Which Telefónica employees would you nominate for this interview because you consider them to be excellent at their job?
Gabriel Freire for being a leader in marketing, recognised in the industry for his innovation in communication strategy and advertising campaign management.
