Analýza zákaznické báze a návrh diferencovaného přístupu k zákazníkům ve středně velké telekomunikační společnosti

Abstract

The topic of this thesis is "Analysis of customer base and design of differentiated approach to customers in a medium-sized telecommunications company". The aim of this thesis is to analyze the customer base of the selected company and the services provided to the company's clients. To divide the company's customers into sub-segments and recommend the ideal product for each defined group based on the results obtained. Finally, to propose communication channels to attract new clients and improve relations with existing customers, reduce customer churn and increase the profitability of the company. The thesis is divided into several parts. The first, theoretical part, deals with the basic concepts related to customer segmentation, CRM systems, customer value. In the second practical part, on the basis of available materials, the theoretical knowledge is applied to a selected telecommunication enterprise, which is presented in terms of its business activities, its range of services, and mainly the structure of its customers. It is the customer portfolio and its analysis that becomes the main topic in the last part of the thesis. From the customer portfolio, five customer segments are first brainstormed and a communication manual is created for them. In the next part, the statistical methods described in the theoretical part were used to analyse the data set, which helped to create a "typical" customer of the company. Finally, suggestions and recommendations are made to improve the current state of customer communication and to recommend specific services for each customer segment.