Enhancing Customer Preference Analysis Through Business Intelligence: A Case Study of Telecommunication Organisation in Namibia.

Abstract

In the contemporary telecommunications landscape, Business Intelligence (BI) systems have become indispensable tools for understanding customer behavior and maintaining competitive advantage. This qualitative study investigates the application of BI tools for customer preference analysis at Telecommunication organisation in Namibia, examining current infrastructure, organisational readiness, and implementation challenges. Through semi-structured interviews and document analysis, this research reveals significant gaps between BI capability and organisational needs. Findings indicate that while the organisation utilises Power BI and SQL-based platforms, fragmented data sources, inadequate integration, and limited analytical capacity impede effective customer insight generation. The study identifies critical success factors including data governance frameworks, technical competency development, and systems integration as prerequisites for BI effectiveness in customer preference analysis. Recommendations emphasise the necessity of holistic BI strategy alignment with organisational objectives to maximise customer experience enhancement in telecommunications markets.