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Churn Trigger

The pregnancy story took a while to propagate, but, with its arrival in the NY Times Magazine, is now widespread.

What will the 2012 story be?  My prediction is this:

Mei Mei Lim from Accenture described (June 26, 2012) how Nokia Siemens Networks built a predictive model for rapid identification of churn “triggers.”  The model lets a cell carrier take corrective actions and offer enticements to the straying customer before he or she jumps ship.  One of the triggers, mentioned almost in passing, was “visit to a competitor web site.”

A post-presentation conversation confirmed that cell carriers, especially in Asia, can and do monitor where customers browse, and set flags for when that browsing takes a customer to a competitor’s web site.