Implementation of retention strategies to reduce churn rate in a telecom company

• Autor(a) principal: Amorim, Inês Costa
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10773/39840
• topic: Customer; Retention; Churn rate; Telecommunication

The purpose of this dissertation is to is to implement retention strategies in a company present in the highly competitive telecommunications market. As the telecom market matures, the competition between companies is becoming increasingly fierce, which generates a greater need for service providers to reduce costs, improve the value of their offers and differentiate themselves to achieve a strategic positioning. Despite this recurrent investment in strategies to increase loyalty, customer turnover in the telecommunications sector has become a significant problem for most organizations, making it crucial to worsen the retention of current customers, rather than acquire new customers. By focusing on customer retention, organizations are able to ensure greater customer satisfaction which in turn generates a lower churn rate, higher revenues, and greater market position. Overall, this study consists in identifying customers who are most likely to leave the company, analyzing organizational indicators, and developing retention strategies to reduce churn rates and enhance the customer experience.