Telecom Network Experience Platform: network quality as a commercial layer

What this solution is

Telecom Network Experience Platform is the operating layer where network quality signals (QoE, packet loss, latency, dropped calls, throughput) connect to the operator’s commercial processes and produce a measurable effect on retention and customer experience.

At most operators network data lives in OSS. Engineers monitor uptime and capacity, NOC reacts to incidents, reports flow into CapEx planning. Commerce gets quality information through customer complaints — late and fragmented.

The platform closes the gap. Network signals reach the commercial layer in real time. A high-value customer experiencing degradation gets proactive contact. A zone with consistently high churn and poor QoE goes to the top of the CapEx priority list. Network ops and commercial leadership see a shared dashboard and decide together.

When the operator needs this solution

Network complaints arrive but the response is reactive. The customer calls — the contact centre handles. Before the call the operator does not know the customer is having issues.

Silent churn is high. Customers leave without complaining. By indirect signals (a sharp traffic drop in a stable-coverage zone) they could be predicted, but the link is missing.

CapEx is allocated by coverage, not by retention impact. Investments go into zones with surplus capacity and under-invest zones with premium customers.

Premium customers do not get differentiated treatment during network incidents. Everyone is processed as mass.

Network ops and commercial team only meet at C-level. No daily or weekly coordination.

If 2-3 of these signals are present, the platform has a commercial case.

How it works

The platform consists of four connected layers.

QoE collection. Existing network metrics (CDR, RAN counters, probes) are gathered and normalised. Granularity — per-cell, per-hour minimum, ideally per-cell per-15-min.

Customer attribution. QoE data is linked to specific customers via SIM, IMEI, location, timestamp. A new component in most operating environments. Privacy is the question — linking customer to network performance creates data sensitivity.

Business rules engine. When a network event of a defined level (latency >X, packet loss >Y%, downtime >Z minutes) affects a customer in a defined segment — an action is triggered. Rules are parameterisable and revised regularly.

Action delivery. Proactive notification, automatic compensation, an escalation flag in CRM for priority contact, a signal into the retention queue. Each action is audited.

Plus a feedback loop into network planning. Data on the correlation between degradation and churn flows into the CapEx team as input for prioritisation.

What an engagement with SamaraliSoft includes

Audit of the network data landscape (3-4 weeks). What data is collected, what granularity, how it reaches (or does not reach) commerce, what quick wins are possible.

Platform design (4-6 weeks). Customer attribution layer architecture, rules engine, action playbooks, dashboard for the cross-team committee, feedback into CapEx planning.

Privacy and consent layer (in parallel). Using network data for commercial actions requires phased consent management.

Pilot on one action (90 days). We usually start with proactive compensation for affected customers after major incidents — the simplest and most measurable.

Action expansion (6-12 months). Churn early warning, premium customer outreach, CapEx feedback, network status in the app.

Ownership handover. Network experience as a cross-functional routine between CTO and CCO teams.

What the operator gets

On a 6-12 month horizon:

Customer support cost reduction — proactive notifications deflect 15-25% of “I have signal issues” calls.

Silent churn reduction in the high-value segment — typically 10-20% in the first year.

CapEx prioritisation shifts from “uniform coverage” to “margin protection”. Not a CapEx cut — a reallocation.

Network ops and commercial leadership begin to speak the same language. Cross-team conflicts decline.

Customer experience becomes a differentiator. When the customer sees the operator already knows about the issue and reacts first, brand perception shifts.

When the solution is not needed

If QoE data is not collected at per-cell per-hour granularity, the project hits data engineering at the first stage. Solvable, but requires 6-9 months of preparatory work.

If consent management does not cover the use of network data for personalisation, the project creates regulatory risk.

If the network-commerce organisational link is structurally hard (network under CTO, commerce under CCO, meet only at C-level), without CEO sponsorship the project gets stuck.

If the operations team is not ready to support automated actions, the system will create operational chaos in the first months.

If the operator is in an acute phase of network upgrade (new cells, new spectrum), focus on base stability matters more than an over-network experience layer.

How to start

Request the Network Experience Diagnostic — 3-4 weeks. The output: a map of collected QoE signals, an assessment of customer attribution feasibility, sizing of churn impact from current network issues, a recommendation on the pilot action and a realistic 12-month roadmap.

Related reading

• /en/insights/telecom-network-experience/ — network experience as an asset
• /en/insights/telecom-network-compensation/ — compensation, four approaches
• /en/use-cases/telecom-churn-war-room-mnp/ — retention in the MNP era
• /en/insights/telecom-subscriber-intelligence-operating-model/ — operating model