Home / Services / Lifecycle (New/Retention/Lost) /

Customer Churn Research

The customer churn is a common measure of lost customers. The telecommunications industry started gauging its customer churn rate long ago, which has since has been adopted by many service industries. Specifically, the term refers to the percentage derived by dividing deactivated customers by total customers. A typical churn rate for larger service companies falls in the low single digits, and a two percent change in churn rate can realistically translate into six months of additional service per customer. So measuring churn rate and the factors that lead to customer churn can be critical to the health of a company. If you are like most companies, you probably know what your churn rate is, but do you know which key factors are affecting customer churn and to what degree?

With well over a decade of experience in creating and revising large-scale marketing research survey programs for customer churn, Polaris can definitely help.

Are You Ready To Lower Your Churn Rate?

Utilizing survey research, Polaris specializes in helping companies measure and understand the factors that affect customer churn so that they can take actions to reduce their churn rate. There are many types of surveys to help you better understand your customers throughout their lifecycle. But surveying recently lost customers is the best approach for decreasing your churn rate, because former customers can tell your how your company is currently performing on the key drivers of customer churn. By surveying lost customers, you can gather key information such as when and why they left your company, what (if any) competitor they selected and why.

Polaris conducts more than 30,000 lost customer surveys annually and specializes in working closely with companies to gather the kind of quality intelligence that can be used to create vulnerable customer profiles. These profiles then can be used to flag vulnerable existing customers in your database (by service plan type, length of service, products in service, geography, demographics, etc.) so you put into place proactive measures to prevent them from going to the competition.

Contact us to learn more about customer churn.