DIRECTV: how migrating to Google cloud improved the sales process

About DIRECTV

DIRECTV is a subsidiary of AT&T, the world's largest telecommunications corporation, with a strong presence in North and Latin America. It has some 1,600 employees in Colombia alone, and over 10,000 in the entire North American and Latin American markets.

Industries: Telecommunications
Location: Colombia

About Servinformación

Colombian company with more than 20 years of experience, specializing in geographic information systems. It is a premier partner of both Google Cloud and Google Maps, with more than 120 customers using the Google Cloud technology in Colombia. Its technical team includes eight Google-certified engineers.

Migrating large databases to Google's cloud service enabled DIRECTV's team in Colombia to leverage sales consultants' tools, thereby reducing the number of sales not completed due to loading time.

Google Cloud Results

  • Implementing Google Cloud Platform tools has increased the likelihood of sales consultants completing a sale.
  • Loading geographic information used to take 3 minutes or more. Now it only takes 30 seconds.
  • DIRECTV now has the ideal architecture to support its more than 2,000 salespeople.
  • With the previous system, consultations or deployments took 10 to 15 minutes. The current configuration and deployment allow the sales team to receive updates in about 45 seconds.

The ability not to miss a sales opportunity due to speed.

The main challenge for telecommunications companies is to expand and streamline their services. In the specific case of DIRECTV, who specializes in television and internet services, the goal is to increase the company's market share.

The company is a subsidiary of AT&T, the largest telecommunications group in the world, with a strong presence in North America and Latin America.

In a market like Colombia, where DIRECTV has some 1,600 employees, the specific challenge is to take internet services to places the competition is not able to.

This required access to the right technology to enable the company to strengthen its sales force. That is why Google Cloud Platform tools have become its best ally.

"They needed real-time information on whether a prospect customer was covered and whether or not they could sell the internet service to them (i.e., whether the area was a geo-referenced or there was enough sales capacity). Completing the sale required a quick assessment of those issues"

Jorge Andres Echeverri Roa, Net | Marketing Acquisition Manager

Migrating services to the Google cloud to improve the sales process

The geo-referencing of its internet service coverage areas was among DIRECTV's main needs. Through Google Cloud Platform tools, Servinformación – a Colombian company specializing in geographic information systems which is also one of Google's partner – created a customer (coverage areas) georeferencing application and, later, another application to validate internet coverage, thus enhancing databases and customer service.

"With DIRECTV, we focused on developing a solution to improve the performance of a tool. We worked with infrastructure as a service, databases, back-end, front-end, and Android mobile apps where all the sales force interacts with these services in the cloud, and we incorporated the Google Maps element. So we rely on the full power of the Google Cloud Platform", explains Luis Manuel Faviani, manager at Servinformación.

The solutions developed by Servinformación had a positive impact on the work of the almost 2,000 sales consultants throughout Colombia.

"Now times can be shortened, which for us was the essence of the project. We managed to no longer miss sales due to speed. In terms of presentation time, we used to have to wait 3 minutes or more to load the information. Now, it takes about 30 seconds, which is key for field salespeople"

Jorge Andres Echeverri Roa, Net | Marketing Acquisition Manager

"They needed real-time information on whether a potential customer was covered and whether or not they could sell the internet service to them (i.e., whether the area was geo-referenced or there was enough sales capacity). Completing the sale required a quick assessment of those issues", comments Jorge Andres Echeverri Roa, Net | Marketing Acquisition Manager.

This type of query used to be processed through a URL and it took a significant amount of time for the consultant to know whether the service could be provided to the prospect or not.

"With the previous system, queries by or deployments to field consultants took a significant amount of time, from 10 to 15 minutes. With the current configuration and deployment, updates are being delivered to the sales team in about 45 seconds", remarks Jorge Andres Echeverri Roa, Net | Marketing Acquisition Manager.

Speeding up loading times and boosting Google Maps

Being able to manage large-scale data using the BigQuery sync engine together with another of Google's allied tools, Carto, enabled DIRECTV to change the geographic bases loading method to make it more agile and allow for information to be processed faster.

"We used to have to wait three minutes or more to load the information. Now it takes about 30 seconds, which is key for field salespeople. Our strategic metric is speed, which, in turn, translates into money"

Jorge Andres Echeverri Roa, Net | Marketing Acquisition Manager

"We used to have to wait three minutes or more to load the information. Now it takes about 30 seconds, which is key for field salespeople. Our strategic metric is speed, which, in turn, translates into money", notes Jorge Andres Echeverri Roa, Net | Marketing Acquisition Manager.

"We have databases in BigQuery and integration of Google Maps services as a component within the Google Cloud Platform. In general, we now rely on the architecture to support more than 2,000 field salespeople"

Jorge Andres Echeverri Roa, Net | Marketing Acquisition Manager

The previous system was unable to read all the vertices that make up the vector layer in an efficient manner. Now, there are no more issues impairing the loading of all the necessary information.

"We have databases in BigQuery and integration of Google Maps services as a component within the Google Cloud Platform. In general, we now rely on the architecture to support more than 2,000 field salespeople", clarifies Jorge Andres Echeverri Roa, Net | Marketing Acquisition Manager.

Greater probability of closing a sale

For DIRECTV employees, process optimization has resulted in time savings for all applications and the loading of information. Now they plan to further explore the BigQuery tool to implement big data and machine learning processes with the data collected by the field team and across the geographic area they already manage.

"Going forward, we believe that, with BigQuery, we will be able to implement big data and machine learning processes with the data collected by the field teams and across the geographic area we already manage"

Jorge Andres Echeverri Roa, Net | Marketing Acquisition Manager

In short, migrating databases to the cloud made things easier for the more than 2,000 field consultants in charge of marketing the services, the query tools they use have become more agile and the likelihood of missing sales due to time issues has been minimized.

About DIRECTV

DIRECTV is a subsidiary of AT&T, the world's largest telecommunications corporation, with a strong presence in North and Latin America. It has some 1,600 employees in Colombia alone, and over 10,000 in the entire North American and Latin American markets.

Industries: Telecommunications
Location: Colombia

About Servinformación

Colombian company with more than 20 years of experience, specializing in geographic information systems. It is a premier partner of both Google Cloud and Google Maps, with more than 120 customers using the Google Cloud technology in Colombia. Its technical team includes eight Google-certified engineers.

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