SUNRISE
An integrated quality framework ensures that every action, from major technology rollouts to routine maintenance, is measured against its impact on the end-user experience.“ We always ensure that every single intervention in the network, whether it comes from innovation and development or from maintenance and incident management, is measured against its impact on user experience and satisfaction, for both residential and B2B customers,” Fabrizio says.
To manage the complexity at scale, Sunrise is increasingly investing in intelligent automation.“ We’ re investing in automation, AI and machine learning to complement human expertise. It enables faster anomaly detection, smarter root cause analysis and more efficient resolution. It’ s about scaling innovation without compromising stability,” he adds.
A pragmatic journey into AI and a vision for the future Looking ahead, the next frontier in enhancing customer experience lies in the intelligent application of AI and machine learning. Sunrise has embarked on this journey with a clear and pragmatic focus: leveraging data to shift from reactive problem-solving to proactive and predictive service quality management.
Sunrise’ s initial pilots have already delivered valuable insights.“ One of the most significant learnings from our early activities has been the power of telemetry, pulling anonymised technical parameters from customer devices, correlating them with optimal values and automatically improving mobile connectivity or in-home setups without any customer interaction,” Fabrizio notes.
However, he recognises that the real challenge lies not in deploying the technology itself but in achieving effective organisational adoption.“ The real challenge with AI and machine learning is not just the introduction of a new tool but adopting it effectively. The focus must remain on the goals: enhancing customer experience, strengthening network reliability and driving operational efficiency, without allowing the tools themselves to become distractions.”
112 October 2025