Case Study: Identifying & Arresting Churn

In the burgeoning telecom markets of SE Asia, the scorching pace of subscriber growth often overshadows the constant churn and it takes an astute marketer to recognise the higher costs of acquisition and attempt to check the erosion.

In this case, a telecom major in SE Asia provided a clear brief – a need to understand the reasons for churn beyond the stated/overt ones and hence, to design strategies to arrest the erosion.

The Insight Solution offered was divided into 4 phases:

o        A qualitative elicitation of reasons for churn using projective techniques.

o        Followed by quantitative validation through a survey of churners

o        Survey findings were then used to segment churners on a variety of demographic, psychographic and behavioral bases, overlaid with the derived reasons for churn.

o        Churn segments were then prioritized for action based on size, potential (based on value & payment history) and actionability (based on reasons)

The research outcome was successfully used to activate targeted marketing measures to arrest erosion in the prioritized segments.