Case Study: Mitigation strategies to avoid customer churn in the Australian broadband market
INDUSTRY – Telecommunications
EXPERTISE – Customer Churn
The Challenge
Customers who disconnect their home or business broadband may be doing so for a myriad of reasons – and this can be a temporary or permanent disconnection. A range of mitigation strategies and retention initiatives were required to maintain and grow the client’s customer base.
The Solution
By exploring the triggers and reasons for disconnection, and how these vary by different customer churn journeys, we were able to quantify the size of the true churn pool and how to interrupt the behaviour to avoid disconnection. A prioritised set of initiatives were designed to address different residential and business customer segments to not only address churn but to grow the customer base into the future.
Services Provided
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Focus Groups
Virtual discussions with home broadband customers
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In-depth Interviews
Virtual chats with business broadband customers
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Market Sizing
Estimating the number of households that permanently disconnect
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Segmentation
Identifying which segments to focus on to combat disconnection
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CVP
Measuring share of preference of new initiatives to halt disconnection and drive reconnection
The Result
By identifying the most critical moments of truth along the churn journey this telco was able to bring to market a range of initiatives to head off a broadband disconnection, shorten the disconnection period, or ensure a reconnection in the future.