Avoiding the Churn Burn: Loyalty Influencers and Churn Potential for Core Residential Services

Published by: In-Stat

Published: Nov. 15, 2004 - 40 Pages

Table of Contents

Table
of Contents

• Executive Summary
  
  
  


• Methodology
  
  
  
  
  
  
  • Forecasting
    Techniques
    
    
  
  
  • Structured
    Research Sources
    
    
    
    
    
    • Consumer
      Telecom Survey, 2004
      
      
    
    
    • US Census
      Bureau
      
      
    
    
    
    
  
  
  
  


• Market Demographics
  
  
  
  
  
  
  • US Population
    
    
    
    
    
    
    • US Population
      by Age
      
      
    
    
    • US Population
      by Ethnicity
      
      
    
    
    • US Population
      by Region
      
      
    
    
    
    
  
  
  • US Households
    
    
    
    
    
    
    • US Households
      by Income
      
      
    
    
    
    
  
  
  
  


• Usage
  
  
  
  
  
  • Incidence of
    Usage By Income of Respondent
    
    
  
  
  • Incidence of
    Usage By Age of Respondent
    
    
  
  
  • Incidence of
    Usage By Ethnicity of Respondent
    
    
  
  
  • Incidence of
    Usage By RBOC Region of Respondent
    
    
  
  
  
  


• Loyalty Influencers
  
  
  
  
  
  
  • Service Quality
    
    
    
  
  
  • Price vs. Customer
    Service
    
    
    
    
    
    • Strategies
      for Creating Loyalty
      
      
    
    
    
    
  
  
  • Loyalty Ratings
    by Service Type
    
    
    
    
    
    • Providers
      have a Solid Loyalty Foundation
      
      
    
    
    • Loyal Subscribers
      the Most Influenced by Incentives
      
      
    
    
    • Long Distance
      and Cable: Opposite Ends of the Loyalty Spectrum
      
      
    
    
    
    
  
  
  
  


• Churn Potential?
  
  
  
  
  
  
  • Plan to Switch
    Providers by Service Type
    
    
  
  
  • Correlation
    Between Loyalty and Churn
    
    
  
  
  • Why is Internet
    Churn So High?
    
    
    
    
    
    • The Cost
      of Churn
      
      
    
    
    
    
  
  
  
  


• Customer Segmentation
  
  
  
  
  
  
  • Money to Burn:
    Income and Churn Potential
    
    
    
    
    
    • Higher
      Income Groups More Difficult to Please
      
      
    
    
    • High Income
      = High Maintenance = High Churn?
      
      
    
    
    
    
  
  
  • "Life-cycle":
    Age and Churn Potential
    
    
    
    
    
    • The Young
      and Old: More Similar than Might Be Expected
      
      
    
    
    
    
  
  
  
  






• Older Individuals
  Are More Loyal
  
  


• Older Individual
  = Loyalty = Less Churn?
  
  


• Loyalty Is
  Generational and Disappearing
  
  




• Culture Shock:
  Ethnicity and Churn Potential
  
  
  
  
  
  • Variances
    in Loyalty Drivers Among Ethnicities
    
    
  
  
  • Ethnic Loyalty
    Differences Most Evident in "Elective" Services
    
    
  
  
  • Black/African
    Americans: High Loyalty, High Churn?
    
    
  
  
  
  




• ILEC Regional
  View
  
  
  
  
  
  • The Incumbent
    Loyalty Edge?
    
    
  
  
  • Regional View
    of Loyalty by Service Type
    
    
  
  
  • Churn Potential
    by Region
    
    
    
    
    
    • RBOC Strategies
      and Regional Churn
      
      
    
    
    • Regional
      Demographics and Regional Churn
      
      
    
    
    
    
  
  
  
  


• A Provider Specific
  View
  
  
  
  
  
  • Loyalty for
    Key Providers
    
    
  
  
  • Loyalty Comparisons:
    On or Off Par?
    
    
  
  
  • Provider Churn
    Potential?
    
    
  
  
  
  


• Conclusion
  
  
  

List
of Tables

• Table 1. RBOC Regions
  by Provider
  
  


• Table 2. US Population
  by Age (in Thousands) - 2003-2008
  
  


• Table 3. US Population
  by Age (in Thousands) - 2003-2008
  
  


• Table 4. US Population
  by Region (in Thousands) - 2003-2008
  
  


• Table 5. US Households
  by Household Income (in Thousands) - 2003-2008
  
  


• Table 6. Service
  Adoption by Income of Respondent: From Cable TV to Wireless
  
  


• Table 7. Service
  Adoption by Age of Respondent: From Cable TV to Wireless
  
  


• Table 8. Service
  Adoption by Ethnicity of Respondent: From Cable TV to Wireless
  
  


• Table 9. Service
  Adoption by Ethnicity of Respondent: From Cable TV to Wireless
  
  


• Table 10. Drivers
  for Provider Loyalty, Segmented by Income (Multiples Accepted)
  
  


• Table 11. Percentage
  of Subscribers Extremely/Very Loyal to Provider, Segmented by Type of
  Service and Income
  
  


• Table 12. Plans
  to Switch Providers Within a Year, Segmented by Type of Service and
  Income
  
  


• Table 13. Drivers
  for Provider Loyalty, Segmented by Age (Multiples Accepted)
  
  


• Table 14. Percentage
  of Subscribers Extremely/Very Loyal to Provider, Segmented by Type of
  Service and Age
  

  Abstract

  Loyalty and churn continue to be key, and often elusive, factors for subscriber growth. This report examines drivers for loyalty and churn, and the relationship between the two, based on primary structured research on the US residential market. Detailed segmentation analysis based on income, age, ethnicity, and geography is provided.
  
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