Keeping customers.
WHY IT MATTERS
Acquiring and installing a subscriber costs substantially more than retaining one.
WHAT TO CALCULATE
Acquisition and installation cost per subscriber Average subscription duration Total revenue over that duration
WHY THAT COMPARISON
If subscribers leave before recovering installation cost, growth loses money.
WHAT CAUSES CHURN
Poor reliability Congestion at peak Slow fault resolution Price A competitor arriving Moving premises
WHY RELIABILITY DOMINATES
Connectivity is judged by its failures.
WHAT TO MEASURE
Outage minutes per subscriber Faults per subscriber Time to resolve
WHAT TO ESTABLISH
Which subscribers are experiencing the worst service.
WHY
They are the ones about to leave.
WHAT TO DO
Address their specific problem, proactively.
WHAT TO TRACK
Churn rate, monthly Reasons given Which sites or areas lose most subscribers
WHAT AREA CONCENTRATION INDICATES
A specific infrastructure or capacity problem.
WHAT TO ASK LEAVING SUBSCRIBERS
Why, directly.
WHAT TO DO ABOUT SUBSCRIBERS WHO MOVE
Offer service at the new address, where you cover it.
WHY
It is the cheapest retention available.
WHAT REDUCES CHURN
Consistent performance Proactive communication during problems Fast fault resolution Being reachable
WHY PROACTIVE COMMUNICATION
Subscribers tolerate outages they were told about.
