Churn Management
Build premium churn models

Anticipate customer needs and maximize revenue, while refining your retention campaigns

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Overview Solution Value to You Next Steps

Telecommunications companies are being pressed to come up with more effective targeting strategies to drive down customer churn rates.


Understand customer behavior

68% say improving customer experience is high priority
OVUM Report
Cost to acquire a new customer - must acquire intelligently and retain for ROI
Churn Reduction in the Wireless Industry, MIT Press (2000)
Telcos need predictive churn models and more data insight

Leverage network & customer data

Nearly a third of marketers embrace analytics to segment and target
CMO Council
21% seek new revenue opportunities through better data analysis
CMO Council
Telcos need data-driven churn models to save and generate revenue

Stand out against competition

7 out of 10 customers who switch to a competitor do so because of poor service
Mobile Telecommunication Customer Loyalty in Nigeria Determining Factors, Schmidt (2006)
Even a 5% reduction in customer defection rate can increase profits by 25% to 85%, depending on industry.
The Loyalty Effect, Reicheld (1996)
Telcos need stand-out customer centricity to drive retention and revenue



Telcos waste money marketing to customers whose behavior won't be changed as a result of a makering treatment


With a saturated market, sustainable revenue by customer acquisition is no longer the answer for communication providers. The paradigm has shifted toward customer retention.

A better understanding of customers, what they need and how to target them along the way can reduce churn and lower marketing costs substantially.

Premium churn models predict how each customer may react to a specific offer. Targeting only “savable” customers, who will be positively influenced, effectively reduces churn and lowers marketing costs. Properly consolidating, mining and cleansing your data assures more accurate analysis.


Reduce churn and obtain a better understanding of your customer base





A Customer-Centric Approach Improves Retention
Identifying the right course of action for each customer at every touch point requires a true understanding of customers, what they need and how to target them along the way.

                   

  • Uplift Modeling with Better Segmentation Premium churn models predict how each customer may react to a specific offer and identify the customers who will be positively influenced by specific marketing offers. Targeting customers who you can save-while bypassing customers who will churn anyway, will never churn, or could react negatively or indifferently to a solicitation-effectively reduces churn and lowers marketing costs.
  • Data Insight for Revenue Maximization Providers have enormous amounts of network and customer data across multiple systems to support retention and segmentation initiatives. The challenge is in properly consolidating, mining and cleansing for more accurate analyses. Successful initiatives provide a 360-degree view of each customer, which supports more targeted messaging, more satisfied customers and higher average revenue per user (ARPU).
  • Standing Out from Increased Competition Investing in data management and analytics to develop customized messages/offers for customers will help drive more exceptional customer experiences and customer centricity to establish true differentiation from tough competition.


Reduce churn and obtain a better understanding of your customer base




Reduce Customer Churn and Marketing Costs
Better comprehension of data and more accurate customer profiles help fortify premium churn models to predict which customers your marketing efforts can positively influence. You can reduce churn by 30%, while reducing marketing costs by as much as 40%.

  • Segment customers, effectively, using a breakthrough analytical technique called uplift modeling.
  • Mine through customer records for segmentation using premium customer analytics.
  • Ensure churn models are fueled with the right data using accurate data aggregation and cleansing.


Wave:
“Portrait Suite offers strong performance in analytics, interaction management and inbound and outbound dialogue across a variety of channels.”

Ted Friedman:

"The greatest challenger in customer data quality."




Lifetime Customer Relationships

Employ the latest data management, customer analytics and communication management technologies to engage customers, streamline operations and maximize revenue.Increase efficiencies in network design and roll out, saving time and money.

  • Determine the right offer for the right customer, while eliminating those from campaigns where an offer will not influence their propensity to churn.
  • Focus new and innovative customer observations into a single hub for a centralized view.

Download ReportForrester Research Report: How Analytics Drives Customer Life-Cycle Management 
  
Download White PaperThe Secret to Reducing Churn: Leveraging Analytics for Better Customer Insight in the Communications Industry


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