When a large regional cable company wanted to understand why they were losing many more customers in one country than their neighboring countries and the associated final impacts, we helped them analyze data from all steps in the customer experience including Order, Fulfillment, Inventory, Call Center, and Network Operations Centers. In all, the client provided data from nine different systems.
Our analysis turned up a relatively large number of insights – including many surprises. Perhaps the most unexpected insight was that churn increased dramatically when a certain set-top box was sent (the client used three different SKUs).
Further analysis revealed that the problem lay not in the box itself, but in the self-provisioning process. Because the process was complex and poorly documented, the subscriber had great difficulties on-boarding and after several tries simply cancelled the order.
Another unexpected insight was that regional cultural difference and language barriers in the Call Center contributed to a higher churn rate driving the client to look at its workforce mix.
These and many other insights eventually resulted in eighteen recommendations that when fully implemented are expected to reduce churn substantially and save millions of dollars a year in revenue that would have otherwise been lost.
The client is now creating a quality and benchmarking program across the business based on the insights provided.
