Churn – a challenge that connects industries as diverse as telecommunications, media, energy sales and insurance. After all, companies in these sectors often suffer from high customer turnover. However, effective customer retention measures are difficult to define – there is usually a lack of detailed information about the motives of customers: Why and when do they stay with a provider? Why and when do they leave? A more detailed knowledge of the customer life cycle and the phases in which customer groups find themselves provides
the basis for a targeted, effective strategy.