Challenge.

In the current environment O2 recognised that retention would be a key driver of business strategy for the near future. We were asked to look at developing an integrated retention strategy for their business customer base.

Solution.

We conducted a detailed analysis of their business base to identify the key drivers of why customers were leaving - we looked at both profile data and various pieces of research. We worked with the team to develop a clear view of the value of customers by segment, a comprehensive churn propensity model, a new product development plan, an ongoing research and data collection plan and put in place a detailed cross-channel lifecycle communication strategy.

Results.

The strategy is in the early stages of roll-out but we have already begun to see some improvements in churn with key at risk groups.