Customer churn is the MVNO’s itch that’s tough to soothe. If you scratch hard enough, chances are you’ll find poor customer communication is often the cause. With Informa Telecoms & Media forecasting an MVNO market growth of 270 million subscriptions by the end of 2018 and consultant CustomerThink reporting annual mobile service churn exceeding 40 percent, improving customer communications is critical. Just shaving a point or two off that kind of high-volume subscriber churn can make a difference of millions of dollars to the MVNO’s bottom line.
The successful MVNO/subscriber equation is balanced by information flowing equally in both directions. Good communication informs both the customer and the MVNO of what’s wanted, what’s available, and what’s appropriate. Poor customer communications frustrate both parties. Subscribers have trouble managing their accounts while MVNOs struggle to understand and address their customers’ needs, often failing to provide the right products, pricing, and performance at the right time.