Predicting Churn

Customer acquisition and retention is a concern for all industries, but it is particularly acute in the strongly competitive and now broadly liberalized telecommunications industry. For the marketing departments of newcomer companies, the major short- to medium-term issue is likely to be attracting new customers. However, for the incumbent operators and the more mature market entrants, retaining profitable customers is the number one business pain. This white paper introduces some of the terms and concepts involved in the process of accurately predicting which customers are likely to deliver high value and at the same time are likely to exhibit a high propensity to change suppliers.