Breaking the Churn Cycle: Empowering Networks with Geo-analytics

What do people usually do when they face bad service quality on their mobile network? To avoid the hassle of switching the entire network, one can assume that contacting the network provider’s customer care and registering a complaint would be the preferred course of action for most of these subscribers.

On the other hand, for network providers, this is a golden opportunity to gauge valuable information about the quality of their network, and the nature of complaints-when and where they seem most prominent-in order to optimize the services consistently and deliver on KPI targets.

The data shared by customers, however, is rarely relied upon for network optimization. Mostly, they don’t possess reliability-meaning, users are reporting faults that are caused due to factors such as user error, which has nothing to do with the network), or validity-meaning, the number of complaints required to take a corrective action is not enough.

Additionally, scattered data sources are another critical, yet challenging characteristic of the telecom business which makes it difficult to make decisions holistically.

However, the context of location and geo-analytics bridges the gap between customers encountering subpar network quality and the customer care executives addressing them.

Geo-data and Geo-Analytics for Better Business Outcomes

Geo-analytics offers numerous advantages to the business, as it has the potential to enhance profitability, elevate customer contentment, and increase operational effectiveness by transforming:

• Raw event data into billable data records
• Observations and prospects into actionable suggestions
• Problems and irregularities into corrective measures, streamlined processes, and alerts

These collective endeavors contribute to enhanced service satisfaction, improved revenue generation, more intelligent operational approaches, more streamlined and effective networks, and expanded network capabilities.

Subscriber Churn as a Challenge

Subscriber churn is a perennial challenge in the telecom industry, where competition is fierce and customer expectations are ever-evolving. To tackle this issue effectively, it’s essential to understand the root causes that lead subscribers to switch providers. From service quality to pricing, let’s dive into the common reasons behind subscriber churn in the telecom sector.

Perhaps the most significant factor contributing to churn is network quality. Subscribers expect seamless connectivity, fast data speeds, and minimal call drops. Inconsistent coverage, slow data speeds, and frequent disruptions can frustrate users and drive them to explore other providers.

Competitive pricing and value for money are vital for retaining subscribers. If customers perceive that they are not getting sufficient value for the price they pay, they might be tempted to switch to a provider offering better pricing plans or incentives.

A subpar customer service experience can be a major catalyst for churn. Unresolved complaints, long wait times, and poor communication can lead subscribers to feel undervalued and disenchanted.

Telecom providers offering a limited range of services might struggle to meet the diverse needs of subscribers. As consumers seek bundled services, such as mobile, internet, and TV, providers with comprehensive offerings have a competitive edge.

When promotional offers or contract terms expire, subscribers might look for better deals elsewhere. If attractive incentives are offered by a competitor, subscribers may switch to take advantage of cost savings or enhanced services.

Geo-analytics has emerged as a game-changing tool that revolutionizes how telecom companies operate. By harnessing the power of location-based data, telecoms are experiencing a profound impact on their efficiency, decision-making, and customer satisfaction.

Let’s dive into how geo-analytics is reshaping the landscape of telecom operations to reduce churn and elevate the customer experience.

Network Enhancement for Reduced Churn

The real strength of geo-analytics lies in its ability to uplift network quality. By deciphering data related to network performance in specific geographic areas, telecoms can pinpoint weak spots. This empowers providers to proactively address coverage gaps and connectivity issues, ensuring subscribers enjoy seamless service experiences.

Precision Marketing and Network Benefits

Geo-analytics empowers telecoms to craft targeted marketing campaigns that emphasize network strengths. Subscribers in areas with exceptional network quality can be engaged with messages highlighting the superior connectivity they enjoy. In fact, telcos can also monetize this opportunity by sharing lucrative offers for this segment of subscribers. This personalized approach creates a stronger bond with customers, making them less likely to consider churn.

Predictive Insights for Proactive Solutions

Geo-analytics is a crystal ball for predicting potential churn. By examining historical location data, patterns emerge that hint at impending churn. Armed with these insights, telecoms can take proactive measures — such as network enhancements and personalized offers — that directly address subscriber concerns, increasing loyalty and reducing churn.

Superior Connectivity, Stronger Loyalty

A seamless network experience translates to happier subscribers. Geo-analytics enables telecoms to identify regions where network performance needs a boost. Addressing these areas not only keeps customers content but also instills a sense of loyalty, deterring them from seeking alternatives.

Automating Backend Complexity

Network complaints often revolve around issues like low speed, poor coverage, or dropped calls. These typically necessitate interventions from back-end technical teams. However, with geo-analytics, the entire decision-making process can be automated, significantly reducing human intervention and resolution time.

neo360 by Lepton Software is a geo-analytics tool that is poised to transform the telecom landscape, making customer complaint resolution faster, efficient, and cost-effective. To learn more about how the entire decision-making process can be automated, significantly reducing human intervention and resolution time, reach out to us today!

To Sum Up:

In the dynamic realm of telecommunications, subscriber churn remains an ongoing challenge. Geo-analytics emerges as a game-changing technology that integrates network quality into the churn equation. By analyzing subscriber behavior in relation to network performance, telecoms can not only predict churn but actively counteract it. The result? A network that seamlessly meets subscribers’ needs and surpasses their expectations. As telecom companies harness geo-analytics, they carve a path to loyalty through better connectivity, firmly establishing their standing in an industry marked by relentless competition.

Originally published at https://leptonsoftware.com on August 29, 2023.