In Cable TV industry, many organizations have optimised their processes in an effort to find new customers. However, as markets reach a mature state, customer retention becomes a pivotal strategic challenge. Keeping the existing customers satisfied is always a more financially robust alternative than trying to acquire new customers to compensate for the churn figures.
Conducted in early 2017, our new study turns focus on what kinds of events precede the churn and how operators can keep their customers from discarding the services they previously subscribed to. While the most commonly reported reason for churn has to do with the price for subscription services, the deeper reasons for why the price triggered a departure are more complex – and less discussed until now.
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