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Churn management: the operational challenge for service providers

  • Publication Date:March 2009
  • Publisher:Ovum
  • Product Type: Report
  • Pages:16

Churn management: the operational challenge for service providers

Managing churn and encouraging customer loyalty is an important strategic objective for fixed and mobile service providers. It is more cost effective to retain existing customers than acquire new ones.

  • Executive summary
  • In a nutshell
  • Ovum view
  • Key messages
  • Impact of churn on the service provider
  • Impact on revenues
  • Operational impact
  • What are the causes of churn?
  • Defining churn
  • Reasons for churning
  • Close links with loyalty programmes
  • Proximate versus root causes of churn
  • Case study
  • Sprint's attempts to address root causes of churn
  • Managing churn
  • The last ditch appeal
  • Getting the customer experience right mitigates the risk of churn
  • Proactive churn management
  • Domains impacted
    • Table 1: The gulf between perceived and actual usage can drive churn
  • List of Figures
    • Figure 1: Churn is eroding profits in mature markets
    • Figure 2: Churn impacts many functions within the service provider
    • Figure 3: Customer touch points present opportunities for churn
    • Figure 4: Activities to assess churn
    • Figure 5: Each customer segment requires a different approach
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