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Research and Markets: Reducing Churn: Best Practice Overview
[December 09, 2014]

Research and Markets: Reducing Churn: Best Practice Overview


Research and Markets (http://www.researchandmarkets.com/research/rt8v98/reducing) has announced the addition of the "Reducing Churn-Part 1: Best Practice Overview" report to their offering.

In increasingly saturated mobile markets characterized by intense competition, the retention of customers remains a key focus for all MNOs.

Customer Retention is simultaneously very simple and very complex. It's very simple because customers stay if the operator meets their needs and builds a relationship with them. However, operators by their nature are not really well set up to deliver the experience and the relationship required to meet customer requirements. MNOs are generally structured in silos and tend to be more product/technology focused than customer centric. Consequently the root causes of churn, which is a symptom of poor customer experience, predominantly emanate from MNO faiures along the customer lifecycle.



Churn an also be caused by market conditions such as the advent of mobile number portability or intense competition.

This report is the first in a short series addressing successful strategies to combat churn. It provides a brief overview of churn in terms of definition, trends, causes, costs and broad operator strategies. It then looks at a number of case studies where operators have been successful in overcoming the churn challenge by implementing different strategies. Based on these success stories a number of recommendations are outlined for operators. Subsequent reports in the series will provide a deeper dive into the best practice approaches summarized here.


Key Topics Covered:

1 Overview

2 Introduction

  • Background to the Report
  • Report Content
  • Currency and Conversions
  • Further Questions and Feedback

3 Churn Overview

  • Churn Definition
  • Types of Churn
  • Causes of Voluntary Churn
  • Churn Reduction Strategies
  • The Cost of Churn
  • Customer Lifetime Value
  • The Impact of Multi-SIM on Prepay Churn

4 Case Studies

  • Improving Customer Experience to Address Root Causes.
  • Using Adjacent Services or Tariffs for Lock-in
  • Data Analytics and Contextual Marketing

5 Recommendations

Companies Mentioned

  • Airtel
  • Bahamas Telecommunications Company
  • MTN
  • MTS
  • O2 (News - Alert)
  • Simyo
  • TELUS
  • Tigo
  • Vodafone
  • Warid

For more information visit http://www.researchandmarkets.com/research/rt8v98/reducing


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