Reducing Churn - Part 1: Best Practice Overview
|出版商||Mobile Market Development Ltd||商品編碼||317503|
|出版日期||內容資訊||英文 31 pages
|降低客戶的流失第一部分:優良案例概要 Reducing Churn - Part 1: Best Practice Overview|
|出版日期: 2014年10月29日||內容資訊: 英文 31 pages||
In increasingly saturated mobile markets characterised by intense competition, the retention of customers remains a key focus for all MNOs.
Customer Retention is simultaneously very simple and very complex. It's very simple because customers stay if the operator meets their needs and builds a relationship with them. However, operators by their nature are not really well set up to deliver the experience and the relationship required to meet customer requirements. MNOs are generally structured in silos and tend to be more product/technology focused than customer centric. Consequently the root causes of churn, which is a symptom of poor customer experience, predominantly emanate from MNO failures along the customer lifecycle.
Churn an also be caused by market conditions such as the advent of mobile number portability or intense competition.
This report is the first in a short series addressing successful strategies to combat churn. It provides a brief overview of churn in terms of definition, trends, causes, costs and broad operator strategies. It then looks at a number of case studies where operators have been successful in overcoming the churn challenge by implementing different strategies. Based on these success stories a number of recommendations are outlined for operators. Subsequent reports in the series will provide a deeper dive into the best practice approaches summarised here.