Patterns of private customers in the Swiss telecommunication industry based on customer motivation indicators and user stories

Abstract

Swiss telecommunication companies face a fierce competition in the saturated market. Therefore, it is crucial to understand your customers’ behavior. Research has identified a gap which suggested that Swiss telecommunication companies have no knowledge of their private customers’ motivation to change a product or service bundle, to churn, or not to churn. Usually, they reacted when the customer was already motivated to churn – at which point it was usually too late to retain the customer.The paper aimed to identify and evaluate the motivation of Swiss private customers to change a product or service bundle, to churn, or not to churn. In addition, this paper addressed the marketing activities of Swiss telecommunication companies to identify how aware private customers are of them, and how the marketing activities are linked to the private customers’ motivation indicators. For the research method, the author had decided to build an artifact based on the literature. The artifact included four user stories of private customers: The first user story focused on a private customer’s motivation to extend a product or service bundle while the second user story focused on a private customer’s motivation to reduce a product or service bundle. The third user story focused on a private customer’s motivation to churn from a telecommunication provider, and the fourth user story focused on a private customer’s motivation to not churn from a telecommunication provider. The user stories were improved with feedback interviews that were conducted with an industry expert and six private customers....