Customer Centric Reporting

The objective of this MBA thesis is to analytically support the customer retention process in a Czech multinational software company developing security products. This support consists in the development of analytical tools in the company in such a way that it allows the company to analyze, measure, predict and evaluate customer behavior and habits, which will be further input for decision-making within the company's internal processes. The whole initiative is driven by a transformation of the corporate strategy based on which the company wants to become more "Customer-Centric". That is, a company whose decision-making is unconditionally driven by the needs of its customers. The first part of the paper describes the business environment in which the whole project is implemented, including a definition of what the Customer Centricity strategy represents. The second part analyses and describes the chosen business process, which will be analytically supported and on which the benefits of the whole project will be demonstrated. Beyond this, the section designs the proposed solution. The third part of the thesis is devoted to documenting the project implementation phase – the creation of a unified customer data platform, a machine learning model for predicting customer churn, and a sentiment analysis tool over customer feedback data. The final section then evaluates the contribution of the delivered project, both from the author's perspective and from the perspective of the users for whom the project was primarily designed.