Due to intense competition and the high cost of customer reacquisition, taking actions to minimize churn is essential to remaining profitable in the telecommunications industry. Leading wireless carriers and cable providers employ a Test & Learn approach to isolate the cause-and-effect relationships between retention initiatives and profitability for each customer segment.
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Leading telecommunications companies are using APT to answer the following questions regarding customer retention:
- What is the incremental impact of promotion expiration in a customer’s lifecycle? How does this vary by customer segment?
- What renewal price points reduce attrition and maximize revenue? How should we tailor pricing by customer segment?