Avenir Telecom has cut customer churn on O2 connections to 8% in October, setting a record low churn rate. The distributor predicts its churn rate is set to fall further in the coming months.
Avenir's churn rate has been falling each month over the past 12 months. The distributor attributes the fall largely to its dedicated customer retention team, created last year.
‘Churn has been the industry buzzword all year,’ remarks Avenir Telecom's MD, 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.’
Tow said the team works with both dealers and operators to tackle retention.
Tow explained: ‘The team works both proactively and reactively. On the reactive side, they can quickly set up manufacturer visits to customers should they be needed. On the proactive side, they workwith operators and dealers to specifically identify and market to wavering customers, both in and out of contract.’
O2 has made customer retention a priority in a bid to retain its market position.CEO Ronan Dunne recently claimed O2’s postpay churn is the lowest of all the UK operators. He added: 'We are taking our fair share of the gross market, but we are really growing through retention and that’s due to investment in customer satisfaction.’