Softbank leverages big data to amplify customer experience

Summary

This report examines how SoftBank leverages big data and advanced digital technologies to enhance customer experience in Japan’s telecommunications sector. Focusing on the experience economy, it explores SoftBank’s strategies for going beyond traditional connectivity, including the deployment of 5G and Multi-access Edge Computing (MEC) to deliver low-latency, high-quality services. The report details SoftBank’s diversified business structure—spanning consumer, enterprise, distribution, and digital media—and its 'Beyond Carrier' initiative, which uses network data to create value-added solutions across industries. Key initiatives covered include the company’s multi-brand strategy (SoftBank, Linemo, Y!mobile) designed to address diverse customer needs and improve subscriber retention, as well as efforts to digitize internal operations through robotic process automation (RPA) and the Digital Worker 4000 project. The report also highlights SoftBank’s inclusive technology, such as the 'Sure Talk' app, which uses AI and natural language processing to facilitate communication for the hearing impaired. Readers will find analysis of how SoftBank benchmarks against other Asia Pacific telcos on digital, service, employee, and brand experience, and learn what steps other providers can take to match SoftBank’s customer-centric approach. The report addresses questions such as: How does SoftBank use big data to personalize and improve customer journeys? What are the pillars of its customer experience strategy? How does its multi-brand approach support retention and satisfaction? What technologies are driving operational efficiency and inclusivity?