This document discusses how UPC Broadband, the largest cable operator in Switzerland, uses customer data and feedback to reduce customer churn. It outlines UPC's customer lifecycle approach, including proactively contacting customers at key points like month 7 to conduct surveys. UPC combines survey results with internal data and predictive modeling to identify unsatisfied customers with 100% accuracy and address their issues. This reduced churn rates from 19% to 2% while also identifying cross-sell opportunities. The key is learning about customers and taking action faster than competitors through voice of the customer insights.

1. The Voice of the Customer Wim Van Driessche – Sr. Sales Engineer 03 Maart 2010

12. Largest cable network operator in Switzerland

13. Cable television, broadband Internet access, mobile and fixed network telephony

14. 1.6 million television customers, of which 379,000 made use of the digital service.

15. 487,000 were Internet customers (hispeed)

18. Needs

19. Suggestions

21. Campaign results

22. Click streams

25. Characteristics

26. Self-declared info

30. Monthly process that automatically select the customers that reach the 7 month in their hispeed Life Cycle. Once the customer reach the 7 month of his life cycle, Cablecom sends him an invitation to participate in an online survey

31. Sales Team Identify with an 100% accuracy This activity allows Cablecomto cover 20% of the customers targeted with the survey (10K email sent, 2K respondents). Retention Team

32. Sales Team Satisfied Unsatisfied To address the remaining 80% of the customers, Cablecomcombined the survey results, with internal data, and they have used Data Mining & Text Mining to build a predictive model. Retention Team

33. Contacting proactively 20% of the remaining population allows Cablecomto address near 80% of the unsatisfied customers