Telefónica builds customer loyalty with user-centric mapping solution

What problem was Teléfonica looking to solve with CARTO?

There are three levels of data or analytics that you usually do. One of them is descriptive, one of them is predictive and the last one is prescriptive. So, the first one when we have to describe something, the descriptive side, that’s when CARTO comes in because it’s an amazing visualizing tool, that will show you, in our case our patterns of smart steps, how people move, where they come from and where they go. It turns out that when you see the old world, the BI world, it was usually sheets of Excel of numbers. With CARTO, you don’t have sheets of Excel, you have maps, so you can ask and interact with them and that’s the beauty of it.

How did CARTO help you solve this problem?

Well, it turns out that people are very visual and our clients are very visual. Not only do they love maps but they also like to interact with maps. So CARTO, by being a very visual and interactive tool, gives us exactly what the client needs. The client will ask a question to the map, the map will answer and it spurs more questions at the moment.

What have the results of using CARTO been?

For one, the loyalty of customers. One thing is giving them a report on whether they will read or not, the Excel, whether they use it or not, but with CARTO they were constantly coming back for more. And they will ask you questions on how to use it, so it fosters interactions between the client and us.

Why CARTO?

It’s lovely, it’s gorgeous. Usually, you’re not looking for an elaborate answer, it’s just that when things work and they’re easy to use, it’s easily playable. I talked to my friends about CARTO and I told them it’s the “Apple of Mapping”.