Understanding why customers leave.
Understanding declining loyalty and rising churn to inform a telecom provider’s customer experience priorities.
Explore the findingsStudy at a glance
Loyalty was falling. The reasons needed to be clear.
A leading telecommunications provider sought to understand declining customer loyalty and rising churn rates. The client required robust customer experience insights to improve service delivery and brand perception.
From customer experience to a decision on churn
Measure customer satisfaction and Net Promoter Score (NPS).
Identify pain points across the customer journey.
Compare brand performance against key competitors.
Provide actionable recommendations to reduce churn.
Listening across the customer journey
Customer surveys were combined with journey mapping, frontline perspectives and competitor analysis to connect experience with loyalty.
Quantitative CATI and online surveys (n = 3,000 customers)
qualitative customer journey mapping workshops
key informant interviews with frontline service staff
driver analysis
competitor benchmarking
Two reasons customers left
Service gaps also differed across regions and customer groups. The findings informed a prioritised action plan to improve the customer experience.
Network reliability was a key factor in customers leaving.
Customer support response times also contributed to churn.
What we recommended
A ranked action plan to improve the customer experience across regions and customer groups.
Evidence became a plan for service improvement.
The client implemented targeted service improvements and communication strategies, resulting in measurable improvements in customer satisfaction scores within six months.
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