customer-experience Case Study
Understand What Customer Types Are Leaving You, Why They Defect, Where They Go, and How To Stop It.
A leading provider of energy products to 1.1 million residential and commercial customers had gone through a prolonged merger and was experiencing an unacceptable rate of customer defections.
While the organization had conducted CX research among newly acquired customers and those who had a recent service, they had no perspective from lost customers.
Phoenix saw lost customer research not only as an opportunity to learn from those who had already left, but also as one to get in front of issues and ‘close the back door’ on those at risk.
Approach + Solution
We also integrated internal data with survey results to create in-depth defector profiles of who was leaving and their characteristics, including profitability. Then, we developed an algorithm to identify which customers are at risk of defection within the current customer base. This was used to proactively flag potential defectors to the front line and central teams for action.
This allowed them to sharply reduce future defections among their most desirable customers.