The Role of Big Data Analytics in Enhancing Customer Relations in A Telecommunication Company in Kenya: A Case of Safaricom

Abstract

This paper examines the role of big data analytics in enhancing customer relations in telecommunication company in Kenya: a case of Safaricom. The objectives for the study were to assess the role of big data analytics in customer relations management, to examine how big data analytics influence customer preference to Safaricom products, to determine whether big data analytics improves service delivery at Safaricom and to examine challenges in the implementation of big data analytics at Safaricom. The study adopted a descriptive design that was effective in assessing the relationship between the dependent (customer relations), intervening and independent (BDA) variables. The key findings established that big data analytics helps organizations to make faster and smarter decisions, detect fraud in new products, understand customer consumption patterns, get feedback according to customer behavior, and to customize services and products for customers. Further, the study recommended that Safaricom enhances its customer-centric strategies, the organization should also continuously monitor industry trends, technological advancements, and customer needs, Safaricom can explore collaborations with external partners in addressing skill gap challenges and expanding the organization's analytical capabilities and lastly, Safaricom can harness the power of big data analytics to enhance customer relations, improve operational efficiency, and drive innovation, thereby gaining a competitive edge in the telecommunications industry in Kenya. A comparative analysis between Safaricom and other telecommunication companies in Kenya can be conducted as an area for future research in order to gain valuable insight into the best practices, challenges and success factors in implementing BDA thus proving broader perspective on the findings.