Given the strategic value of the enterprise market, it is surprising that so little research and analysis has been dedicated to understanding Enterprise Churn. Similarly, limited analyst time has been spent assessing the success or failure of strategies developed to win and retain enterprise customers. This paper addresses this oversight. It draws on two operator case studies from Europe and North America and supplements this with a specially commissioned survey of 100 mobile decision makers in UK enterprises which reveals the retention related issues of greatest importance to enterprises in that market.
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| 1 | Overview | 1 |
| 2 | Introduction | 2 |
| 2.1 | The Enterprise Market Context | 2 |
| 3 | Enterprise Customer Rates & Measurement Issues | 4 |
| 3.1 | Enterprise Churn Rates | 4 |
| 3.2 | Churn Measurement Issues | 6 |
| 4 | Operator A - Canadian Case Study | 7 |
| 4.1 | Market Context & Definitions | 7 |
| 4.2 | Enterprise Customer Segmentation & Relevance to Churn | 7 |
| 4.2.1 | Company Paid Accounts | 7 |
| 4.2.2 | Expenses Backed Accounts | 7 |
| 4.2.3 | Employee Purchase Programs | 8 |
| 4.3 | Churn Triggers for the Enterprise Customer | 8 |
| 4.3.1 | Overview | 8 |
| 4.3.2 | Pricing | 9 |
| 4.3.3 | Churn via "Slippage" through the back door | 10 |
| 4.3.4 | Customer Support/Service | 11 |
| 4.3.5 | Building Infrastructure | 11 |
| 4.3.6 | Building "Sticky Services" | 12 |
| 4.3.7 | Other Customer Retention Strategies | 13 |
| 5 | UK Case Study: Vodafone | 14 |
| 5.1 | Overview | 14 |
| 5.2 | Difference between Business & Consumer Churn | 14 |
| 5.3 | Difference between Countries | 14 |
| 5.4 | Measuring & Addressing Enterprise Churn | 15 |
| 5.5 | Service and Handset Exclusivity | 16 |
| 5.6 | What Impacts on Enterprise Customer Retention? | 17 |
| 5.6.1 | Customer Support and Service | 17 |
| 5.6.2 | Complaint Monitoring and Acting on Complaints Intelligence | 17 |
| 5.6.3 | Seamlessness - Switching between 3G and 2G | 18 |
| 5.6.4 | Sticky Services - Data Solutions | 18 |
| 5.6.5 | Sticky Services - Corporate Services | 19 |
| 5.7 | Strategic Conclusions | 20 |
| 6 | The Customer's Perspective: Enterprise Churn Survey | 21 |
| 6.1 | Overview | 21 |
| 6.2 | Enterprise Awareness of Operator Strategies to Encourage Loyalty | 21 |
| 6.3 | Enterprise Views on Impact of Current Loyalty Strategies | 25 |
| 6.4 | Enterprise Views on Effective and Ineffective Loyalty Strategies | 27 |
| 7 | Overall Conclusions & Lessons Learned | 34 |
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