The fixed broadband market is becoming increasingly competitive. Customer retention now has a bigger impact on revenue sustainability than new sales alone.
Despite their high potential, winback opportunities are not being managed. As a result, we lose recoverable customers, causing recurring revenue leakage.
Valuable historical data exists but is not leveraged effectively for retention insights.
Lack of prioritization logic for high-probability returnees.
Inefficient outbound efforts without personalization.
Current efforts include basic outbound-call campaigns targeted at churn customers. While helpful, they lack:
A comprehensive framework designed to maximize winback efficiency:
Incorporates ARPU value (including bundled services), Customer LOS (loyalty age), Churn reason reversibility, Payment behavior, and Installation feasibility.
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Early pilot tests were conducted with high potential scores, focusing on:
Offering a special package at LPC (Digital Channel)
Caring by phone with exclusive winback package
Recovered recurring revenue from high-value segments.
Structured scoring reduced wasted calls on low-probability leads.
Winback Rate (%) and ARPU of Recovered Customers.