Use cases
Use case
Picking up the signs of churn
long before they cancel
In a market where people switch operators in a few clicks, Bouygues Telecom wanted to identify its future churners before they left, so it could act upstream rather than suffer the cancellation.
The analysis showed it: leaving is never random. It is preceded by identifiable signals, mainly linked to the service experience. And the same portrait was used for acquisition: profiles similar to competitors' churners became an acquisition target.
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Non
Bouygues Telecom
Bouygues Telecom · Customer insight
Lead generation
+18%
through look-alikes
Re-engagement
+12%
on loyalty scenarios
Solution activated
- Customer data enrichment with intent and behavioural criteria, to surface the weak signals of churn.
- A “pre-churner” persona that separates the real reasons for leaving from mere profile traits. Among the most discriminating criteria: quality and services (x2.9), loss and damage (x2.9), children's channels (x1.8), series and TV (x1.7), electronics (x1.5).
- A dual activation: loyalty scenarios on the customer base, and look-alikes for acquisition.
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