This document summarizes the findings of a churn market survey report and provides recommendations for Mobicom's retention strategy. Key factors for voice churn were identified as cost/billing and network quality, while for data it was slow speeds, throttling, and apps not working. The objectives are to mitigate rising churn rates and save high revenue customers through proactive retention programs. Top questions from senior management relate to drivers of churn, validating survey findings, recommending rate plan migration, prioritizing customers, and targeting segments. The analysis flow and recommendations are provided.

1. CHURN MARKET SURVEY REPORT
1. 40% of customers globally plans to switch provider in next 12
months
2. Key factors affecting voice service:
1. Operators cost and billing (49%)
2. Network and service quality (25%)
3. Key factors affecting data service:
1. Slow download speeds (20%)
2. Data throttling (17%)
3. Applications that don’t work (16%)
4. Report by Ovum forecasts: ARPU will continue to decline across all
markets.

2. OBJECTIVES
1. Mitigate rising churn rate at Mobicom
2. Save high revenue customers
Current strategy: Retaining customers on Reactive basis
Proposed Strategy: Proactive retention programs through usage
enhancing marketing programs
a. Proactive Retention Strategies
b. Usage based promotions - for both voice and data.
c. Rate Plan Migration
d. Bundling strategy
e. Artificial churn/spinners or serial churners
With support: marketing head and retention manager

3. TOP LINE QUESTIONS OF INTEREST
~ Senior Management
1. Top five factors driving likelihood of churn at Mobicom
2. Validation of survey findings.
1. Whether “cost and billing” and “network and service quality”
are important factors influencing churn behaviour.
2. Are data usage connectivity issues turning out to be costly?
3. Recommend rate plan migration as a proactive retention
strategy?

4. TOP LINE QUESTIONS OF INTEREST
~ Senior Management
4. How to use churn model for prioritize customers for a proactive
retention campaigns in the future?
5. What would be the target segments for proactive retention
campaigns?
6. Mobicom would like to save their high revenue customers
besides managing churn. Which subscribers should prioritized?

5. Flow of Analysis
1. Understanding Data Quality
2. Variable Profiling
1. Continuous Variables
2. Categorical Variables
3. Data preparation
1. Outlier Treatment
2. Missing value imputation
3. Derived variables
4. Dummy variable creation
4. Model Building (Logistic Regression)
5. Creating customer segments

6. TOP LINE QUESTIONS OF INTEREST
~ Senior Management
Top five factors driving likelihood of churn at Mobicom
When family have 7 unique subscriber
~ Roll out family bundles
Number of days since last retention call
~ Address grievances at the earliest
Ethnicity
~ Special plans for people Asian ethnicity
Area
~ Roll out new plans for people from North West/Rocky Mountain
Area and South Florida Area

7. TOP LINE QUESTIONS OF INTEREST
~ Senior Management
Impact of “cost and billing” on influencing churn behavior
Finding: Not important (have almost 0% impact on churn behavior)
Impact of “network and service quality” on influencing churn behavior
Finding: Number of days since last retention call is important. Thus,
address
grievances at the earliest to mitigate churn behavior.
Impact of “data usage connectivity” on influencing churn behavior
Finding: Only 10%-15% customer make data calls.
Thus, improve data connectivity and service.
Note: Lack of data availability

8. TOP LINE QUESTIONS OF INTEREST
~ Senior Management
Recommend rate plan migration as proactive retention strategy
Finding: Weak impact on churn behavior. Thus, not recommended.
Only case to case basis consideration may be done.
Recommend churn model to prioritize customer for proactive campaign
in future
Finding: Yes, recommended
Use model to predict customer predict churn rate &
extract target customer list
Target Segment for proactive retention campaign
Shown in BOLD
Score vs. Revenue High Low Medium
High 1673 1083 1365
Low 1765 3049 2021
Medium 2297 3634 2538