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Avoiding the Churn Burn: Loyalty Influencers and Churn Potential for Core Residential Services
In-Stat/MDR, Nov 2004, Pages: 40
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
Table 15. Plans to Switch Providers Within a Year, Segmented by Type of Service and Age
Table 16. Drivers for Provider Loyalty, Segmented by Ethnicity (Multiples Accepted)
Table 17. Percentage of Subscribers Extremely/Very Loyal to Provider, Segmented by Type of Service and Ethnicity
Table 18. Plans to Switch Providers Within a Year, Segmented by Type of Service and Ethnicity
Table 19. Drivers for Provider Loyalty, Segmented by RBOC Region (Multiples Accepted)
Table 20. Percentage of Subscribers Extremely/Very Loyal to Provider, Segmented by Type of Service and RBOC Region
Table 21. Plans to Switch Providers Within a Year, Segmented by Type of Service and RBOC Region
Table 22. Demographic Profile of RBOC Regions
Table 23. Drivers for Provider Loyalty, Segmented by the Top Provider in Each Category (Multiples Accepted)
List of Figures
Figure 1. Loyalty to Provider and Churn rates Segmented by Type of Service
Figure 2. Total US Population (in Thousands) - 2003-2008
Figure 3. Total US Households (in Thousands) - 2003-2008
Figure 4. Service Adoption: from Cable TV to Wireless
Figure 5. In-Stat/MDR Projections for Total US Residential Subscribers: from Cable TV to Wireless
Figure 6. Drivers for Provider Loyalty (Multiples Accepted)
Figure 7. Percentage of Subscribers Extremely/Very Loyal to Provider, Segmented by Type of Service
Figure 8. Plans to Switch Providers Within a Year, Segmented by Type of Service
Figure 9. Percentage of Subscribers Extremely/Very Loyal to Provider, Segmented by Type of Service and Top Providers
Figure 10. Plans to Switch Providers Within a Year, Segmented by Type of Service and Top Providers
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