Customer Involvement in the Innovation Process in a Company Providing Telecommunications Services

摘要

For sustained success of a company operating in the field of telecommunications, it is important to constantly innovate service offerings to individual customer segments, possibly up to individual customers. The aim of the innovation process in such a company has to be creating greater value provided to customers, both in terms of the previous offer, in terms of the competitors' offer. To achieve this goal, it is desirable to involve customers in the innovation process so as to make them co-creators of the value, which will be provided to them in the immediate future. Pulling customers into the innovation process is usually easier with personalized customers who purchase a large volume of services. It is difficult to involve a large number of small customers repeatedly purchasing limited services. For these customers, the company needs to create mechanism to identify their needs and requirements, process this information and hand on it to other workers in the company so that the innovative process takes place in a desirable manner. The article deals with the innovation process in a company providing telecommunications services, and with ways to involve customers in the process.