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Current Churn Management Strategies

This report details the primary churn management activities of 11 mobile operators active across a range of European, African and Middle Eastern Markets. The information was obtained following a series of one hour discussions with senior customer retention managers, undertaken in October 2007. In order to encourge participants to reveal their most successful churn reduction activities, it was necessary to guarantee participating respondents and companies anonymity.

• The current paper provides 11 individual mobile operator case illustrations detailing the measures they have found most useful in combatting churn.
• It details other churn reduction strategies operators are considering but have yet to implement.
• This is complemented by an integrateted analysis of the measures identified as offering the best churn reduction impact, based on the arguments compiled in the 11 case illustrations.
• The paper highlights churn related objectives which operators seek to measure and monitor over time, in a bid to improve their responsiveness to potential churn triggers.
• It also reveals the information gaps facing retention managers, noting a number of key issues the study participants would like to gain a better understanding of in the future.

Price: EUR 2,500.00 / GBP 2,000.00

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Table of Contents


1
Overview
1
2
Background
2
3
Analysis
5
3.1
Introduction & Methodology
5
3.2
Primary Churn Management Strategies
7
3.2.1
Loyalty Programs
7
3.2.2
Proactive Retention Campaigns
8
3.2.3
Contract Extensions
9
3.2.4
Prepay - Postpay Migration
11
3.2.5
Convergent Propositions
11
3.2.6
Addressing Key Hygiene Factors
12
3.2.7
Surprise and Delight Promotions
13
3.2.8
Addressing Dormancy & Stimulating Activity Levels
15
3.2.9
Other Noteworthy Initiatives
15
3.3
Additional Retention Related Objectives
16
3.4
Future Intelligence Requirements
17
4
Case Illustration 1
18
4.1
Profile
18
4.2
Churn Management Priorities
18
4.2.1
Prepay-Postpay Migration
18
4.2.2
Contract Extensions
19
4.2.3
Proactive Retention Campaigns
19
4.2.4
Reactive Save Activity
20
4.2.5
Convergent Propositions
20
4.3
Objective Setting
20
5
Case Illustration 2
21
5.1
Profile
21
5.2
Churn Management Priorities
21
5.2.1
Contract Extensions
21
5.2.2
Proactive Retention Campaigns
21
5.2.3
Proactive Upgrades
22
5.2.4
Channel Development
23
5.3
Objective Setting
23
5.4
Other Developments
24
6
Case Illustration 3
25
6.1
Profile
25
6.2
Churn Management Priorities
25
6.2.1
Rebalancing SAC/SRC
25
6.2.2
Convergent Propositions
26
6.2.3
Loyalty Programs
26
6.2.4
Prepay - Postpay Migration
26
6.2.5
Developing Direct Channels
26
6.2.6
Contract Extensions
26
6.2.7
Targeting High Value Customers
27
7
Case Illustration 4
28
7.1
Profile
28
7.2
Churn Reasons
28
7.3
Churn Management Priorities
28
7.3.1
Improve Core Offer
28
7.3.2
Measures to Address Dormancy
29
7.3.3
Migrating Postpay Customers to Prepay
29
7.3.4
Incentivising Renewed Activity
29
8
Case Illustration 5
30
8.1
Profile
30
8.2
Churn Management Priorities
30
8.2.1
Differentiated Services
30
8.2.2
Number Based Retention
31
8.2.3
Proactive Retention Programs
32
8.2.4
Loyalty Programs
33
8.3
Priorities for Prepay vs. Postpay Retention
33
9
Case Illustration 6
34
9.1
Profile
34
9.2
Churn Prevention Priorities
34
9.2.1
Proactive and Reactive Save Activity
34
9.2.2
Channel Development
35
9.2.3
Prepay to Postpay Migration
35
9.2.4
Loyalty Programs
35
9.2.5
Differentiated Services/Offers
36
9.3
Objectives Set
37
10
Case Illustration 7
38
10.1
Profile
38
10.2
Reasons for the Churn
38
10.3
Churn Management Priorities
38
10.3.1
Vistitor Chat Card
38
10.3.2
Surprise & Delight Promotions/Rewards
39
10.3.3
Handset Subsidy Differentiation
39
10.3.4
Stimulating Number Porting
40
10.3.5
Convergence Offers and Partnership Development
40
10.3.6
Loyalty Programs
40
11
Case Illustration 8
42
11.1
Profile
42
11.2
Improve Core Offer 'Getting the Basics Right'
42
11.3
Contract Extensions
43
11.4
Convergent Propositions
44
11.5
Sophisticated Proactive Save Activity
44
11.6
Segregate Unaddressable Prepay Segments
45
11.7
Combating Dormancy
45
11.8
Objectives Set
45
12
Case illustration 9
46
12.1
Profile
46
12.2
Background
46
12.3
Good Basic Offers for Existing as well as New Customers
46
12.4
Contract Extensions
47
12.5
Customer Care Should be Continuous
48
12.6
Objectives Set
48
12.7
Other Issues
49
13
Case Illustration 10
50
13.1
Profile
50
13.2
Background & Cancellation Reasons
50
13.3
Churn Management Priorities
51
13.3.1
Prepay Postpay Migration
51
13.3.2
Lifetime Service Propositions
51
13.3.3
Loyalty Programs
51
14
Case Illustration 11
52
14.1
Profile
52
14.2
Churn Management Priorities
52
14.2.1
Treat Existing Customers Better
52
14.2.2
Retention Campaigns - CRM Investment
53
14.2.3
Brand Development & Lifestyle Rewards/Sponsorship
53