The Data Cloud Podcast Unified Data and AI: Elevating Telecom Customer Experiences with Soren Marklund, VP of Global Services, Technology Consulting & AI Data Strategy at Ericsson
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Jul 1, 2025 Soren Marklund, Vice President at Ericsson, dives into the transformative role of data in enhancing telecom customer experiences. He highlights how a unified data operating model tackles silos and boosts customer service with AI and machine learning. The discussion emphasizes democratizing AI through accessible solutions and the impact of advanced analytics on revenue generation. Marklund also showcases the shift from traditional customer interactions to proactive, data-driven relationships, revolutionizing the way companies understand and support their clients.
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Unified Data Model Is Key
- Breaking down data silos and creating a unified data operating model is Ericsson's biggest opportunity in leveraging data.
- Treating data as a company-wide asset rather than isolated process input enables better customer-centric intelligence.
Manage Data as Assets
- Assign data managers to own data assets and ensure quality, freshness, and explainability.
- Harness common sources of truth to unify data access and trust across the company.
Leverage Domain Expertise
- Domain expertise helps filter noise and distinguish symptoms from causes in massive network data.
- Embedding service knowledge focuses data capture on actionable insights about performance and customer experience.