Industry overview
What is shaping telecommunications
Telecom operators compete on network experience, price and service across consumer and enterprise markets. Retail and distribution still matter in a digital-first world.
- Network experience drives churn and loyalty
- Data plans and bundles are compared constantly
- Enterprise connectivity needs consultative selling
Client background
A mobile operator, working in Italy & Spain. Client identity is withheld to protect confidentiality.
- Organisation
- A mobile operator
- Sector
- Telecommunications
- Team engaged
- Market Research
- Services
- Quantitative research, Qualitative research, Data analytics & dashboards
Client challenge
Low-cost competitors had increased churn sharply, and the operator’s retention offers were expensive and not always effective. It wanted to understand which customers were at risk and what would keep them.
Research objectives
- Answer the core question: why mobile customers switch operators.
- Understand the views, needs and behaviour of switchers.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Give the client evidence it can act on within 8 weeks.
Target audience
The work focused on 2,000 switchers.
- switchers2,000
Audiences we typically reach in telecommunications
Mobile and broadband subscribersRetailers and distributorsEnterprise IT buyersChurned customersTower and infrastructure partners
Geographic coverage
Coverage: Italy & Spain. Markets: Italy and Spain.
- Italy
- Spain
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2Survey of recent switchers
- 3Interviews
- 4Churn model inputs
- 5Insight
We surveyed customers who had recently switched to or from the operator, and others who had stayed, in Italian and Spanish, covering price, network, service, bundles and the switching process. Interviews with switchers explored the moment they decided to leave. Findings were combined with the operator’s customer data to identify early warning signs.
Quantitative researchQualitative researchData analytics & dashboards
Sampling strategy
- switchers
- 2,000
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- interviews
- 30
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
- Secondary sources and client data were compiled and cross-checked before modelling.
Data quality & validation
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Thematic coding of interviews and discussions
- Journey and decision mapping
- Market model built from secondary data and primary evidence
- Interactive dashboard for ongoing tracking
Key findings
- Customers who had a poor experience with customer service in the months before contract renewal were most likely to leave, regardless of price.
Service failures set up switching long before the price comparison.
Recommendations
- The operator introduced proactive service checks before renewal and targeted retention offers more precisely.
- Share the findings with the teams closest to customers so they can act quickly.
What we recommended, and the client put into practice
Business impact
- Churn in the targeted segments fell over the following quarters.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Interview summaries and key verbatims
- Interactive dashboard
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what drives subscribers to switch?
Client identity is withheld to protect confidentiality.