You recently completed a churn analytics study for a major telecommunications company doing business in the Middle East. What was the situation? The company was experiencing a churn rate of 25 to 30 percent, which was enough to effectively mean no ROI on new customers. Its executives also noted that it was becoming increasingly difficult to capture new customers, because its competitors were becoming more effective in countering any new initiative, sometimes in a matter of hours. And this is a business where newcomers are less profitable than customers with higher tenures.
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