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Avenir Telecom (a distributor in mobile telecoms in the UK), has announced some pretty sweet results regarding its customer retention efforts…
In October 2009, Avenir Telecom and its dealer base reduced customer churn on O2 connections to just 8%. Avenir’s churn rate has been steadily declining each month over the past 12 months and is set to fall even lower in the coming months. This single-digit result is believed to be the lowest sustainable figure achieved by any distributor of Avenir’s size in the UK mobile marketplace.
“Churn has been the industry buzzword all year,” remarks Avenir Telecom’s Managing Director, Andy Tow. “We’ve been working tremendously hard with our dealers on this, specifically with our dedicated customer retention team, which is about to celebrate its first anniversary. So it’s great to come to the end of the year with proof that our efforts are working, and that we’re leading the game.”
OK so it’s not big-ticket news that might excite the pants off you, but on the other hand, this does go some way to explaining why O2 are far and away leading the market in the UK at the moment – if you introduce exclusives like the iPhone and Palm Pre, and then manage the customers that are potentially wanting to churn well, you’ve got both sides of the equation under control – customers coming in to O2′s network, and not many leaving – nice!
About The Author
Ben Robinson
Ben is a 10+ year veteran of the Mobile industry – starting his career when SMS was a still a relatively new concept for most people (!), he has now consulted on everything from bleeding-edge Mobile content, to the next-gen accessories you might view it on. As a result he has a broad and deep knowledge in numerous areas of Mobile – from network operators to device vendors, to infrastructure and middleware vendors (not to mention content delivery) – and has worked for companies in all of these areas! He is based in the UK, a hotbed of activity for mobile, and recently became a father for the second time – as oppose to in his younger years when he was happy spend time tweaking all manner of mobile devices to 'nth' degree, he now looks for services and hardware that provide the most efficient, compact, and reliable improvements to his already manic life! It’s his opinion that Mobile solutions should be there to help to make your life better – if a particular solution (be it service or device) isn’t doing this, he believes you need to ask the very important question of why you continue to use it... His focus at IntoMobile is mainly on Mobile content, services, and infrastructure, particularly as regards the UK market – and with the occasional look at devices. Additionally, using his extensive experience in the industry, he will provide commentary on the industry at large, with regular (and hopefully thought-provoking) articles.
