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TOOLS USED IN AN ENTERPRISE PROVIDING TELECOMMUNICATION SERVICES TO ENSURE FEEDBACK - CASE STUDY

P. Kovarikova, L. Branska

Abstract

At present, the situation on the Czech retail market for the provision of mobile telecommunication services is quite complex. There are three key businesses on the market operating mobile networks and providing mobile telecommunication services. They are similarly successful businesses achieving high yields, which are, however, gradually losing their privileged positions and profits due to greater deregulation of the telecommunications market as well as stronger competition. Today it is already obvious that only such a provider will retain its position on the market in the long term that will be able to create and maintain positive relationships with its customers, enabling it to gain efficient feedback and constantly innovate the services provided in order to create a higher value than that offered by the competitors. Telecommunication services need to be tailored to suit diverse customer needs and preferences, jointly shared by the enterprise and the customer [1]. Through an effective feedback, the enterprise needs to reveal key attributes of the service provided that will contribute to the satisfaction and loyalty of its customers. However, literature currently does not state how such a system of getting feedback in the telecommunications enterprise should look like. Therefore, the issue became the subject of the primary research conducted at the turn of 2014 and 2015. It was examined in the selected telecommunications company what methods the company uses to obtain information from various customers and customer segments, and whether the methods used allow a systemic and systematic collection of necessary information, on the basis of which it is possible to create individual attributes of the telecommunications services. This paper presents results of this primary research, evaluates them and suggests improvements in the area. Identified methods of collecting information from customers are made more comprehensible by a affinity diagram, evaluates their systematic character and interdependence, and on the basis of that it suggests how to create a sophisticated monitoring system of wishes, needs and requirements of telecommunications companies that will be able to provide the company with a competitive edge.

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DOI resolver: doi.org/10.5593/sgemsocial2015/b22/s7.124

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