Specific reaction of B2B clients to the failures in the work of the services of the providers
DOI:
https://doi.org/10.36683/2306-1758/2022-1-39/47-54Keywords:
telecommunication, call center, services quality, providerAbstract
Under modern conditions of technology development, communication providers have the opportunity to provide a wide range of services for their customers. In this regard, they are divided into services for B2B and B2C clients, which, in turn, creates the necessity to understand the specifics of working with them. The purpose of the work was to study the features of the response of B2B clients to the occurrence of failures in the operation of the providers’ services. One of the federal telecom operators was taken as the object of the study. The article analyzes the load on the provider's call center in the context of B2B and B2C markets and identifies similarities and distinctive features between the two segments. The hypothesis considered in the paper is that B2B clients prefer to respond to the accident and contact the technical support line via offline channels. Such indicators as AWT (average waiting time on the line), the number of calls, as well as the dynamics of changes in the values of these indicators depending on the number of emergency incidents were analyzed. Understanding the specifics of the reaction of B2B clients to the occurrence of failures in the operation of the providers’ services will allow developing tools for correct interaction of the provider with the clients in the event of failures, and will also help providers to use appropriate tools in working with the productivity of call centers. The segmentation of B2B clients and the response features of each segment are examined, followed by allocation of the preferred communication channel. The measures proposed in the article are related to a clear division of the tools for optimizing call centers in B2B segment.Downloads
References
Telecom services' business to business (B2B) and business to consumer (B2C) revenue within Europe from 2011 to 2019 // Statista. - URL: https://www.statista.com/statistics/1180135/telecoms-business-consumer-revenue-europe/(дата обращения: 15.01.2022).
Ranking of pay TV providers in B2B segment in Russia from 2019 to 2020, by subscriber base share// Statista. - URL: https://www.statista.com/statistics/1120431/pay-tv-providers-in-b2b-by-subscriber-share-russia/(дата обращения: 15.01.2022).
Market volume of the B2B segment of cloud video surveillance (VSaaS) in Russia from 2019 to 2021 // Statista. - URL: https://www.statista.com/statistics/1136747/cloud-surveillance-b2b-market-volume-russia/(дата обращения: 15.01.2022).
Amir Homayounfard, Ghasem Zaefarianb (2022) Key challenges and opportunities of service innovation processes in technology supplier-service provider partnerships // ScienceDirect. - URL: https://www.sciencedirect.com/science/article/pii/S0148296321007165/pdfft?md5=9ccf000953859f329ec2e280b09f4fa3&pid=1-s2.0-S0148296321007165-main.pdf (дата обращения: 27.02.2022).
Shan Wang, Ji-Ye Mao, Norm Archer (2012) On the performance of B2B e-markets: An analysis of organizational capabilities and market opportunities // ScienceDirect. - URL: https://www.sciencedirect.com/science/article/pii/S156742231100038X/pdfft?md5=137bff84b23ae765f080c95670f17ba1&pid=1-s2.0-S156742231100038X-main.pdf (дата обращения: 27.02.2022).
Oliver Alexander Gansserad, Silvia Boßow-Thies, Bianca Krol (2022) Creating trust and commitment in B2B services // ScienceDirect. - URL: https://www.sciencedirect.com/science/article/pii/S001985012 1001346/pdfft?md5=8e409a54962699ec63c9f9c5b6735d25&pid=1-s2.0-S0019850121001346-main.pdf (дата обращения: 27.02.2022).
Aras Keropyan, Ana Maria Gil-Lafuente (2012) Customer loyalty programs to sustain consumer fidelity in mobile telecommunication market // ScienceDirect. - URL: https://www.sciencedirect.com/science/article/pii/S0957417412005921/pdfft?md5=a4e2f31699a7b4230a0afad5d78c6834&pid=1-s2.0-S0957417412005921-main.pdf (дата обращения: 27.02.2022).
Yu-Chung Tsao, Yu-Kai Chen, Shih-Hao Chiu, Jye-Chyi Lu, Thuy-Linh Vu (2022) An innovative demand forecasting approach for the server industry // ScienceDirect. - URL: https://www.sciencedirect.com/science/article/pii/S0166497221001528/pdfft?md5=46f4fd7e0301fa89b62546bb7fe777aa&pid=1-s2.0-S0166497221001528-main.pdf (дата обращения: 27.02.2022).
Michael Haenlein (2017) How to date your clients in the 21st century: Challenges in managing customer relationships in today's world // ScienceDirect. - URL: https://www.sciencedirect.com/science/article/pii/S0007681317300964/pdfft?md5=1f1edeecf06481864c96f7ad71f9f924&pid=1-s2.0-S0007681317300964-main.pdf (дата обращения: 27.02.2022).
Bong-Keun Jeong, Antonis C.Stylianou (2010) Market reaction to application service provider (ASP) adoption: An empirical investigation // ScienceDirect. - URL: https://www.sciencedirect.com/science/article/pii/S037872061000008X/pdfft?md5=9af0571142860d967034c32f3f006d87&pid=1-s2.0-S037872061000008X-main.pdf (дата обращения: 27.02.2022).
Elisa Bacchetti, Carlo Vezzoli, Paolo Landoni (2016) Sustainable Product-Service System (S.PSS) applied to Distributed Renewable Energy (DRE) in low and middle-income contexts: a case studies analysis // ScienceDirect. - URL: https://www.sciencedirect.com/science/article/pii/S2212827116300555/pdfft?md5=3acd26716a6362acba1ed0f78e891183&pid=1-s2.0-S2212827116300555-main.pdf (дата обращения: 27.02.2022).
Dobrovlyanin V.D., Khatskelevich A.N. Analysis of the telecommunications services market in Russia // Topical issues of the modern economy. 2019. No. 6-1. pp. 415-425. - URL: https://www.elibrary.ru/item.asp?id=41746474 (дата обращения: 01.03.2022).
Jana Arbanas, Dan Littmann (2022) Four trends pushing the industry forward // Deloitte. - URL: https://www2.deloitte.com/us/en/pages/technology-media-and-telecommunications/articles/telecommunicati ons-industry-outlook.html (дата обращения: 01.03.2022).
Philip Branch (2018) What is a mobile network, anyway? This is 5G, boiled down // Theconversation. - URL: https://theconversation.com/what-is-a-mobile-network-anyway-this-is-5g-boiled-down-102199 (дата обращения: 01.03.2022).
Zakir Gaibi, Gareth Jones, Pierre Pont, Mihir Vaidya (2021) A blueprint for telecom's critical reinvention // McKenzie. - URL: https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/a-blueprint-for-telecoms-critical-reinvention (дата обращения: 04.03.2022).
