Power BI Desktop

Gerard Duggan | dg-analysis.com

Stayed & Churned Customers

Maven Telecoms
Churned accounts have a higher than average monthly charge for both high
and low value customers.
Monthly Charge Summary
An analysis of the churn risk factor below shows that there are a significant
High Value Low Value number of high and low value stayed accounts that exhibit similar Churn Report - Q2 2002
characteristics to churned accounts, and are potentially at risk
Total Charge Total Charge

$281K (63 %) $148K(37 %)

Totals

The top 10 churn customer profile characteristics are shown

Higher Churn Risk Lower Churn Risk
below. These strongly influence the lower values of the
Avg. Charge Accounts Avg. Charge Accounts
1.0 normalised churn risk factor.
$88.5 3,180 (45 %) $43.2 3,419 (55 %)

Contract | Month-to-Month
Total Charge Total Charge 1655
0.8
Churned

$72K (16 %) $65K (15 %) Higher Value

Online Security | No 1461

Normalised Value Factor

Avg. Charge Accounts
Premium Tech Support | No 1446
Avg. Charge Accounts
$94.2 763 (11 %) $59.0 1106 (16 %)
0.6 Paperless Billing | Yes 1400

Churn Risk Factor

Payment Method | Bank Withdrawal
Stayed @ Risk

1329
Total Charge Total Charge

$88K $49K (11 %)

Number of Referrals | 0 1245
(20 %) 0.4
Internet Type | Fiber Optic 1236
Avg. Charge Accounts Avg. Charge Accounts
Lower Value
$89.0 985 (14 %) $54.2 904 (13 %)
Online Backup | No 1233
0.2
Device Protection Plan | No 1211
Total Charge Total Charge
Stayed Safe

$121K (27 %) $34K (7 %)

Offer | None 1051

0.0 Streaming Music | No 1028

Avg. Charge Accounts Avg. Charge Accounts 0.0 0.2 0.4 0.6 0.8 1.0
$85.2 1422 (20 %) $23.8 1409 (20 %) Normalised Churn Risk Factor Streaming TV | No 942

Newly Joined Customers Assessing newly joined customer accounts against the churn risk factor
shows that the majority of new accounts exhibit similar characteristics to
Key Recommendations
Monthly Charge Summary
typical churn accounts and are at risk. Those not at risk appear to be low
Analysis of the churn customer profile shows a typically low
value accounts.
High Value Low Value buy-in transitionary customer with month-to-month billing ,
limited add-on services, no offers and fiber optic internet. As
Higher Churn Risk Lower Churn Risk
Total Charge Total Charge such, there is limited "stickiness" or incentive for customers to
1.0

$968 $18K stay.

Totals

(0 %) (4 %)

Avg. Charge Accounts Avg. Charge Accounts

0.8 In approaching at risk and newly joining customers, the
$96.8 10 $41.6 444 (6 %) Higher Value
(0 %)
following should be considered to potentially reduce the
Normalised Value Factor

likelihood of churn:
Joined @ Risk

Total Charge Total Charge 0.6

$968 (0 %) $15K (3 %) • Incentive to move to a yearly contract, or creation of a new
quarterly contract
Avg. Charge Accounts Avg. Charge Accounts 0.4
$96.8 10 (0 %) $56.6 261 (4 %) • Incentive to add additional services (security, streaming,
Lower Value etc.) by offering bundling at reduced rates.
0.2
Total Charge Total Charge Examine issues associated with the Fiber Optic network to
Joined Safe

$0 (0%) $4K (1%)

0.0
see if performance issues are resulting in poor customer
experiences.
Avg. Charge Accounts Avg. Charge Accounts 0.0 0.2 0.4 0.6 0.8 1.0
$0.0 0 (0%) $20.2 183 (3 %)
Normalised Churn Risk Factor