A major telecommunications company was experiencing defections from their mobile phone users. The average high-value customer stayed only 18 months. Their return on investment from marketing expenditures had been decreasing as the cost of mobile phone service had been declining.

Benchmarketing Analytics first developed a customer base analysis utilizing the client's customer billing records and externally compiled data. A segmentation was developed so that high-value customers that had a propensity to defect were specifically identified by their differentiating characteristics. Customer segments differed by their profitability and their propensity to attrite.

A survival analysis was performed to detect customers that were likely to attrite and the timing of their predicted defection for proactive retention efforts.

The company benefited from these analyses in several ways:

1. Tenure from high value customers increased 50% within 6 months on program initiation.
2. Cross-sell and up-sell programs were developed for businesses and consumers based on knowing the service features that were important for the various segments to increase revenues.
3. There were significantly fewer defections after customer service contacts from high-value customers.

Additional Telecommunications Experience Includes:

1. Increased performance selling mobile phones to businesses
2. Optimized intralata long distance customer retention programs
3. Developed traditional and dial-around long distance customer acquisition models