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Reducing customer churn has become a high priority for all telecommunications service providers as markets mature and competition intensifies. Why do high levels of customer churn still persist? According to Heavy Reading, a global telecom industry research firm, service providers need to focus on the entire customer journey and not just the latest unsatisfactory event, excel at a few interactions from the very beginning to build equity with the customer, identify the subset of root causes that have the greatest impact, and earn the customer's active advocacy by delighting them at key moments.
Streaming analytics can be used to combine and correlate customer profile, CRM, location, network, and usage data in real-time to create a 360-degree, subscriber-centric view of the information. It puts service providers in a position to identify and act on issues and trends that might impact a customer's experience, before the customer becomes aware.