Issue

A telecommunications company needed to understand the underlying issues impacting its churn rate, particularly network churn, in the wireless service environment. In addition to examining corporate push factors, Market Strategies focused on pull factors by measuring the impact of the competition's offerings on switching behavior across key churner segments. The goal was to provide fresh insight and comprehensive information to help reduce churn.

Process

We initiated a large-scale tracking study consisting of monthly telephone interviews across all the client's markets. Based on the size of the study and the flexibility in the design, we were able to provide results down to the market and submarket level to further define and explore potential problem areas. As a key reporting feature, we appended customer-specific data from the client's billing warehouse as well as behavioral data that track the customer's usage and quality of experience on the client's network.

Result

Market Strategies' research identified events and attitudes that lead to churn. The client is using the findings to resolve specific network problems, and other operational concerns, across its national footprint. Many internal groups have used the results to help deal with situation- or geographic-based issues related to churn. In addition, the client has experienced historically low levels of voluntary postpaid churn over the course of the study.

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