Telecom Save Desk Reduces Voluntary Churn by 35%
Proactive churn management programme for a mid-tier telecom operator — combining predictive analytics with trained retention specialists.
The Challenge
A mid-tier telecom operator with 4.2M subscribers was facing voluntary churn of 3.8% per month — nearly double the industry average. Retention efforts were reactive (calling customers who had already requested disconnection) and had a low save rate of 11%.
Our Approach
Built a churn propensity model using 14 months of behavioural data: call drops, data consumption trends, payment delays, and competitor activity signals.
Identified at-risk customers 30 days before predicted churn — enabling proactive outreach before the decision was made.
Created a retention specialist team of 35 agents with personalised offer authority: plan upgrades, bill credits, device upgrades, and loyalty rewards.
Designed a save desk decision tree aligned to churn reason — price sensitivity, network quality, competitor offer — with distinct retention playbooks per scenario.
Tracked save rate, offer cost per save, and 90-day re-churn rate to optimise offer selection over time.
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