Frequent changes and new trends require companies and the entire management to continuously monitor them. Changes in business impose the need to adjust all levels of management in the hierarchical pyramid. In addition to all of the above, there is a constant need to maintain a competitive advantage, which is extremely important in the business world because it is how companies strive to achieve better possible business results. In addition to the adjustment of employees, which are the most important resource of any company, it is important that the company constantly improves and develops its relationship with consumers and users. The paper presents a comparative analysis of customer support and its role in creating value on the example of two leading telecommunications companies in the Republic of Croatia; A1 Croatia and Hrvatski Telekom. Secondary data in the form of available literature and Internet sources were used to cover the topic of this final paper, while primary data were collected with the help of in-depth interviews with representatives of customer support from the observed companies.