Mobile Operator Churn Dashboard
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An interactive view of churn and the drivers of churn
The outlook for consumer churn has changed considerably over the past year, driven by the impact of Covid-19. With recessions looming in a number of countries, many consumers will look to switch operator to find savings as economic pressures grow. Countries exiting lockdown are likely to experience an uptick in churn, as retail stores re-open and the significant proportion of consumers who prefer to buy a new device in-store are able to do so. But the impact of Covid-19 is even more profound; it has fundamentally altered consumer behaviour, with a move to home-working and a pivot in consumption habits towards services such as online TV and video calling.
For mobile operators planning acquisition and retention strategies for the year ahead, understanding consumer pain points and priorities is critical in this 'new normal'. Our Mobile Operator Churn Dashboard – based on the GSMA Intelligence Consumers in Focus Survey spanning 20 markets and 20,000 respondents – is an interactive tool offering detailed insights into the reasons behind consumer churn, and the levers operators can pull to help improve retention. It allows users to drill down into the following data views:
-the propensity of consumers to change operator over the course of the next 12 months, with breakdowns by key demographics
-the top performing operator in each market and how they compare to the market average
-the factors that consumers say are driving their decision to churn; and of those who have switched operator recently, the pull factors behind their decision
-the services that consumers indicate would most improve their experience with their operator.
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