The values of BI-empowered customer service in telecom

Mohamed Al-Zadjali, Kamla Ali Al-Busaidi*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


Business intelligence (BI) applications can support organisations' operative and strategic decision making. This study aims to examine the values of BI application in customer service (in terms of call centre and quality management) in the telecommunications sector. Limited studies have investigated the application of BI in customer service, which is very critical due to challenges in maintaining customers, especially in a highly competitive sector such as telecommunications. This study investigated employees' perspectives in telecommunications companies. The study found that implementing BI in quality management adds significant value to business process effectiveness and efficiency, customer satisfaction, loyalty and retention, and technical values. In addition, implementing BI in call centre adds significant value to customer retention, employee motivation and satisfaction, reduced costs and improved real-time analysis. Such results provide valuable insights about how telecom companies can invest in BI for customer service.

Original languageEnglish
Pages (from-to)363-383
Number of pages21
JournalInternational Journal of Electronic Customer Relationship Management
Issue number4
Publication statusPublished - 2018


  • BI
  • BI applications
  • BI values
  • Business intelligence
  • Customer service
  • Quantitative study
  • Telecommunications sector

ASJC Scopus subject areas

  • General Business,Management and Accounting


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