Customer Retention from Collection Orientation to Customer Orientation Strategy-A Case Study of Telecom Player in India

Looking out for new leads or developing a loyal and valuable customer is the new age dilemma for marketers. It is a known fact that organisations need to retain the most valued customers and acquiring new ones for business sustainability. With a well-planned customer acquisition and retention programme, organisations can collect critical data about their customers to better understand their needs, customise future interactions with them, build relationships, seize opportunities and maximise profit for better business performance. This case study aims to discuss the marketing initiatives of a Telecom player* to drive each of the customer pillars of retaining existing customers and selling more to them. The case study introduces the relevance of retention for telecom industry in the wake of cut throat competition. It discusses churn, reasons for churn followed by existing retention strategies of the telecom player. The retention plans currently in use by the company are more collection driven and not customer driven. The authors suggest strategies which focus on building long-term relationships with the customers and enhancing their life time value.