The Science Of Churn

Air Date: Wednesday, March 04, 2009

Cost: $250

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Presented By:

Who should attend: Consumer Product Strategy professionals

Description:

The rate at which consumers switch service providers for their home TV, phone, Internet, and bundle services — or churn — is constantly top of mind for telcos and cablecos. In the on-going pursuit for ways to reduce their churn rates and increase customer loyalty, having an in-depth understanding of when and why consumers abandon their service contracts can help prove helpful. Still, every year a large number of customers plan to switch service providers. Why? A handful of motivators — satisfaction with cost, quality of service, and customer care — drive consumers to abandon their current home TV, phone, Internet, and bundle service providers. A preventative — rather than reactive — strategy that focuses on customer retention should be the primary tactic that providers use to reduce churn.

Agenda:

• Potential churners will number near 50 million in 2009.
• A closer look at when customers churn
• The customer satisfaction-churn dichotomy
• Prevent churn from the beginning of the customer life cycle.

Related Research:

The Science Of Churn: When And Why Consumers Switch Service Providers

by Sally M. Cohen, January 16, 2009

A Closer Look At Customer Experience And Loyalty

by Bruce D. Temkin, August 4, 2008

Technical requirements:

An Internet connection and a one-time download of the WebEx™ Player are required.