Customer Churn Series [3/3]

Step Churn and Grow Customer Value

This short practice paper highlights two of the essential techniques which have to underpin any successful churn management programme.

Earlier research papers in this series looked at churn rates in various industries, underscoring the adverse effect customer churn can have on business performance if left unmanaged.

High-value high-loyal customers typically make a disproportionately significant contribution to commercial profits, so making sure that the proportion of these customers within the total customer base is rising, not diminishing should be a critical KPI for all organisations.

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