Business Case - Reduce Customer Churn

Addressing churn requires data

• Programs can be devised based on observations and an understanding of the mechanisms
• Data mining and customer analytics can produce relevant insights
• However, actual and pertinent data is required
• In fact, this data exists in the traffic and in other systems such as provisioning, billing and customer care

Data is not readily available though

• Data is stored in different silos and sources and often unrelated
• But, all data for a particular customer has to be correlated and made available
• It is needed in real-time or near real-time

Service Management needs data for instantaneous reactions on incidents

• To acknowledge incident
• E.g. an SMS to a customer who experienced a dropped call
• To initiate corrective actions
• E.g. downloading the correct configuration or an internal order to trouble-shoot and resolve an incident

Customer Care needs data on the customers´ transactions

• To intelligently respond to complaints when a customer calls
• E.g. about failed access to a service provider or about interrupts and delays when streaming
• E.g. about customer value, customer history, service-plan, provisioning, billing

Marketing needs data on what happened to the customers

• To communicate with customers on actual topics
• E.g. which customers are badly affected
• E.g. which issues affect those customers
• To submit a pertinent proposition to the individual customer so that he stays on