Understanding Churn: Aircel

Abstract

The goal of the project is to have a greater understanding of churn in the telecom industry. This in turn might help to: Create barriers some segments • Reduce barriers in others Overall, it will help us manage churn in various segments. Churn basically is a decision taken by the consumer to move away from a service. While the existing methods of managing churn rely on analysis of usage data, this project will look at the problem from a consumer behaviour perspective and give us the underlying motivations behind different behaviours that lead to churn. This would mean studying the influencers, trends, need states and decision making process of different segments. Armed with this information we can build different decision making model for different segments and highlight important churn motivators in each. Model will help create different strategies to manage churn. Intuitively, churn seems to be associated with the retailers, youth and B.O.P migrant workers. A greater understanding of these players is important.