Preventing Churn in Telecommunications Company

Creating and maintaining long-term relationships with clients is an important task for the successful operation of companies in various industries, including the telecommunications industry. Due to high competition and consumer switching from brand to brand, telecommunications companies need to retain their customers. This paper focuses on developing proactive communications to retain potentially churned customers at a telecommunications company. During the research, specific triggers and their nature for churned customers were analyzed based on company data by calculating "deactivation funnels". Using the "non-use of service" trigger, which is most typical for churn, a segment of customers was highlighted and a personalized campaign was developed based on their needs. Launching and analyzing the effectiveness of the campaign showed that informing customers from the "not-use of service" segment about the possibility to suspend the contract helps the organization to keep customers.