Company: TCMFF
Filing Date: 2025-02-28
Form Type: 20-F
Source: 0001104659-25-019133
Chunk: 80

Company: TELECOM ARGENTINA SA
Filing Date: 2025-02-28
Form: 20-F
Item: Item 4
Chunk 80
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 their needs in a simple, agile and effective way. This approach is not only intended to optimize the experience at each stage of the funnel but also is intended to strengthen customer loyalty and promote efficiency in customer service. 
One of the pillars of the program is personalization. We focus on understanding each user’s needs, helping them find what they are looking for in our web and e-commerce ecosystem, managing their services, and discovering the offerings that drive their development and post-sales loyalty. This ecosystem includes key solutions such as our self-management app, bot and social media support, and our digital store, which enhances the sale of physical products. In addition, we leverage the ecosystem with joint initiatives alongside Personal Pay to strive to create a seamless integrated experience. 

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PART I - ITEM 4 INFORMATION ON THE COMPANY   TELECOM ARGENTINA S.A.
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During 2024, we drove the evolution of both our e-commerce and “My Personal Flow” app, reaching 7.6 million active users and more than 14 million monthly transactions. We also achieved the highest digital NPS in recent years, reflecting the positive impact on the customer experience. This success is due to our commitment to a “digital-first” approach that prioritizes the digital design and development of solutions. Any interaction or service must be primarily accessible and efficient through digital channels, rather than transactional or physical.
Data Phoenix project:
The Data Phoenix project reaffirms the objective of transforming ourselves into a Data Driven company by adopting world class methodologies and platforms to drive leadership. It involves having a unique ecosystem of data, analytics and change management products. 
During 2024, we achieved important milestones in Data Phoenix project, we performed more than 370 data injections in the cloud, strengthening our infrastructure and processing capacity. In addition, we developed more than 80 self-service data models, accessible to all analytical teams, facilitating decision making and improving efficiency in the use of information. We also carried out the shutdown of several data sets that we had stored in legacy systems, optimizing the data environment and reducing dependency on obsolete platforms.
GEN AI:
Gen AI comes to Telecom with an innovative proposal that combines automation and efficiency, focusing on improving the experience of internal and external customers. This accessible technology does not require advanced knowledge, and its centralized implementation is supported by a structured framework that includes a secure playground, rigorous security measures and responsible use policies. In addition, a multidisciplinary team has been formed to address data and intellectual property concerns, ensure that models comply with specific regulations, and