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Break the expensive ‘chase and replace’ cycle – choose loyalty
- Thursday | 8th August, 2019
In the markets studied for the report, the churn rate climbed highest in the Philippines, with 80 percent of the prepaid base changing every year. The Strategy Analytics report – Death by a Thousand ‘No’s – revealed a cycle of ‘chase and replace’ that actually serves to fuel the operator’s prepaid churn problem. Simply saying “YES” more often could break the cycle, reduce churn and actually grow the prepaid subscriber base rather than simply replace lost customers. Currently, the operator culture is geared towards saying “NO” when a prepaid customer hits a zero balance – something that occurs for the average prepaid subscriber once every week. Offering a prepaid customer short-term airtime credit, so that they can carry on making calls and accessing data services, will deter them from shopping around.
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