Churn & Retention Market Research

Prodata has recently set up a Churn & Retention Market Research Unit. This has been set up in recognition of the growing importance of costs that can be saved and profit that can be made by telecoms and mobile operators through the acquisition and effective use of intelligence in this area.

In the mobile market, this end user research complements intelligence gained from operators worldwide. This programme provides benchmarks and case studies used by mobile operators worldwide to help them improve their own profit generating performance.

Utilising survey research, Prodata specialises in helping companies measure and understand the factors that affect customer churn so that they can take actions to reduce their churn rate.

What we can do

We can work closely with you to gather the kind of quality intelligence that can be used to:

• Refine scripts used by customer service agents or Customer Retention Operators
• Refine the tools used to help "save" customers who are at the point of churn
• Evaluate existing incentives and recommend new ones
• create vulnerable customer profiles. These profiles then can be used to flag vulnerable existing customers in your database (by tariff plan, length of service, demographics, etc.) so you put into place proactive measures to prevent them from going to the competition.

More than one type of survey

There are different types of surveys we can offer to help you better understand your customers throughout their lifecycle.

Lost Customers

Surveying recently lost customers is the best approach for decreasing your churn rate, because former customers can tell your how your company is currently performing on the key drivers of customer churn. By surveying lost customers, you can gather key information such as when and why they left your company, what (if any) competitor they selected and why. Lost customer research focuses on why they left and taking learning points from that, that can be fed back into decisions on retention offers, as well as into improvements in Customer Service and scripts used by Call centre/Customer Service staff.

Existing Customers

Customer retention research is another type of survey, that focuses on existing or "saved" customers. Saved include those who intended to churn and contacted the operator with the intention to do so, but were "saved" via a retention offer or resolution of a problem. In addition, a sample of existing customers can be drawn across different points of the contract term (e.g. less than 6 months vs. 6-12 months vs. over 12 months), which focuses on predicted intentions to stay or renew the contract, measures vulnerability, and identifies what actions would have the highest impact on encouraging the vulnerable group to stay.

Both types of survey focus on the same thing, which is to improve operators understanding of what can be done to increase their overall retention rate and what actions would bring the highest rate of return.

For further information on Churn Research please contact

Sarah Ball, Director
Prodata Partners Ltd

Back to top