The Business Challenge/Situation
The research was conceptualized to understand the Churn Drivers and factors influencing defection within the Manufacturers customer base. The Objective of the study was to conduct a Churn Analysis to successfully detect the underlying churn drivers and build enduring loyalty and retention.
Market Equations Role
Various proprietary analytic tools were applied on the demographic, and purchase data - their expectations, satisfaction levels, demographic & geographic & psychographic tendencies, etc. A Database of approx 65000 data points was provided for this research. The Process was initiated with the ETL function, cleansing and creation of Data Marts. Once this was done, an in-depth understanding of the data using trend/segmentation Analysis etc was conducted to detect patterns. An Analysis of the data followed to validate the hypothesis. A reliable model was built and validated to provide the customer the required intelligence to take decisions through corrective action.
Our Analyses resulted in:
Identifying the Churn Drivers through Predictive Modeling Techniques:
Defector Profiling - We developed and validated risky groups based on demographic, geographic, psychographic attributes and service usage patterns.
Defector Scoring and Segmentation - We built predictive models to predict the likelihood of defection and performed segmentation based on scoring. Neural Networks were used to identify customer groups with high Churn ratios.
Client Impact:
Based on these results, the Manufacturer could take corrective action by understanding the key triggers that caused customer defection. The necessary step to implement the anti-churn strategy was clearly available through the results of the Analyses.
ME maintain a fantastic relationship with the company and representatives are always eager to provide their references whenever required.
Explore how the Market Equations Consultative Approach to decision making works wonders.
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