This paper summarizes our efforts to bridge the gap between the Customer user eXperience (CeX) of TIM Brazil and the specific mobile cell tower responsible for it. CeX is measured by thousands of anonymous tests collected daily by Opensignal (formerly Tutela) from smartphone users across the country. While Opensignal data provides insight into what our customers are experiencing, it does not offer guidance on how to improve. Since these tests are geotagged, we associated each of them with the nearest cell tower using Voronoi Tessellation. This allowed us to recalculate all metrics on a cell tower basis and the insights gained from this process led to a shift in priorities within the company, moving from optimization to investments. This paper explains our journey in detail, providing a comprehensive account of the methodologies we employed, the challenges we encountered, and the solutions we devised. It outlines our future steps in continuing this work. For those interested in the technical aspects of our project, code examples can be found at our GitHub. These examples provide a practical illustration of the concepts and techniques discussed in the paper, serving as a valuable resource for readers who wish to explore this topic further.