CUSTOMER SUCCESS STORY GAINING A DOUBLE-DIGIT INCREASE IN CUSTOMER SA TISFACTION 2 0 % Increase in customer usage Industry Location “We can now oer customers exactly what they want; not what marketing may think interests them, but what really interests them.” - Carlos Morrás, Manager, Innovation, Big Data and Processes, Telefónica Spain Telecommunications _ Headquarters: Madrid, Spain _ Telefónica Spain is the leading telecommunications company in Spain, oering voice, data, television, and Internet access to consumers and businesses. Challenge Telefónica Spain wants to provide the best quality and customer experience it can, and becoming a data-driven company is central to achieving this goal. "Data is the new gold of the 21st century," said Carlos Morrás, manager of Innovation, Big Da

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