In every product category, it is a reality that some customers cancel, deactivate, terminate, lapse or fail to renew – in a word, churn. The challenge for marketers is to develop a clear understanding of the factors contributing to their customer churn and a program for reducing the incidence of churn – because, as everyone knows, it is far easier to retain current customers than find new ones. Conducting churn research – either at specified intervals or on a continuous basis – can provide the necessary information.
Travis Research has developed churn research programs for a number of our clients, enabling them to isolate the major drivers of churn and make the tough decisions about resource allocation for churn reduction.
