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Measuring Churn Drivers and Identifying Retention Opportunities - Mobile Operator Case Study

This case study covers the experiences of a European Mobile Operator through its journey of establishing churn measurement and improving its customer retention performance. This operator offers both pre and post pay mobile services, and although it is not a market leader, it has over one million subscribers and this base is growing.

The case study takes us through the process of designing the measurement process, and how they learnt valuable lessons through a direct dialogue with a sample of lost or saved customers on a quarterly basis. This showed for churned customers exactly why they originally subscribed, why they left and what they went on to do (i.e. substitute operator, service or ceased using mobiles).

It details the issues that emerged as most significant for this operator and how they have gone on to implement improvements in both their retention offers as well as scripts and processes used within their Call Centres.

We reveal a number of initiatives that have helped this operator reduce annualised churn from 32% to 24%.

Price: EUR 2,500.00 / GBP 2,000.00

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1
Introduction
1
1.1
Overview
1
1.2
Key Findings
2
1.3
Facts about the Case Study
3
2
Challenges in Measuring Customer Churn
5
2.1
Churn definitions
5
2.2
Operator - internal measurements used
5
2.3
Operator Performance Metrics (How operator measures own retention performance)
6
2.4
Spend Levels/Patterns
7
2.5
Channels Used
7
2.6
Variance from Main Customer Base
7
2.7
Involuntary Churners
7
2.8
Voluntary churners
8
3
Churn Drivers & Inhibitors
9
3.1
Customer's perception of Gap between expectations and performance
9
3.2
Push factors - Within Operator's control
9
3.3
Poor customer service
10
3.4
Administration/contract issues
10
3.5
Coverage issues
11
3.6
Network problems
11
3.7
Billing
11
3.8
Handset issues
12
3.9
Channel issues
12
3.10
Pull factors - Impact of Actions/pull by Operator's Competitors
12
3.11
Pull factors - Personal Issues
12
4
Actions to Reduce Churn
13
4.1
Overview
13
4.2
Moving towards a "Single View of the Customer"
15
4.3
Prepaid Predictive Churn Analysis
16
5
Measuring Impact & Performance of Call Centre Operators
18
5.1
Process issues (How calls are handled/routed)
18
5.1.1
Specialist Team
18
5.1.2
Handling Calls with Specialist Team
18
5.2
Efficiency issues (Speed of response, completing on one customer call)
19
5.3
Performance - when customer calls to terminate
19
6
Actions to Improve Performance of Operators
21
6.1
Proactive Approaches
21
6.2
Quality Management
21
6.3
Relationship Centre
22
6.4
Training & Workshop Sessions
23
6.5
Changing/editing Scripts
23
6.6
Increasing efficiency
24
6.7
Enhancing Customer Care
25
7
Measuring Potential & Actual Impact of Retention offers
26
7.1
Handset Offers
26
7.2
Cash credit
26
7.3
Free rental
26
7.4
Offer free calls/texts
26
7.5
Other Churn reduction strategies
26
8
Gains & Successes - the Impact of Gathering & Using Intelligence
28
9
Overall Conclusions & Lessons Learned
29