EXPERIENCE OF HUMAN CAPITAL DEVELOPMENT IN UKRAINIAN COMMUNICATION COMPANIES: SCIENTIFIC AND PEDAGOGICAL APPROACHES
Authors: Y. A. Malykhina  , O. V. Borodiyenko  , O. P. Radkevych  , V. O. Radkevych  
Published: August 2020

The purpose of the article is analysis of the current trends in the development of the communications and informatization sector of Ukraine; analysis of the trends in consumer behavior of clients of communications companies; analysis of human capital theories and results of customer surveys and identification of companies’ personnel development areas; identification of components of client-oriented model of professional competence development of personnel. Practical output of the results consist of a program of client-oriented development of personnel, which has been tested in 5 companies and which involved more than 700 participants, its goals and stages; and recommendations on effective implementation of such programs for the personnel of communication companies.

It is found out that modern trends of development in the sector of communication and informatization of Ukraine are: an increase in revenues from the provision of services, an increase in the dynamics of revenues from the provision of mobile communications services, changes in the structure of consumption and consumer preferences, intensive introduction of technological innovations, reduction of the number of fixed communication services subscribers, increase the number of consumers of machine-to-machine interaction services, increase the level of market competition. Changes in consumption patterns and consumer preferences have emerged (increased use of mobile Internet (including video content, messaging, online services, electronic administrative services), increased consumers’ demand for converged telecommunications services, machine-to-machine services, and requirements for quality of service.

Based on theoretical analysis (analysis of human capital theories) and customer surveys using the SERVQUAL method, it is found that the content of the development of professional competence of the personnel of the companies in the sphere of communication should cover the content related to the specifics of client behavior, means of strengthening the loyalty of existing customers and preventing their outflow, customer interaction technologies that lead to a high level of satisfaction with the quality of service; the goals of such development are the development of client-orientation of the personnel.

The program of development of client-orientation of the personnel is offered, which covers mastering of materials of distance courses, participation in trainings and post-training support of participants, their self-development. The experience of conducting such programs has made it possible to formulate recommendations for their effective implementation and to ensure effective client-oriented behavior of personnel: the need to use remote interactive learning technologies; ensuring specific organizational and pedagogical conditions — increasing the level of motivation for the continuous development of professional competence; updating the content of professional competence development on the basis of the model of competences; use of blended learning, coaching and simulation technologies; implementation of post-training support of the participants in order to increase the effectiveness of using the acquired skills in a professional context.