For companies in high-churn industries such as telecommunications or financial services, the tools to help improve customer retention and reduce churn are plentiful, though often underutilized. CRM, customer analytics and modeling applications provide deep insight into the transactional activities of customers. These tools are extremely valuable for helping marketers develop loyalty and retention programs that stick, and even for predicting with greater accuracy which customers are most likely to leave.
But for all the transactional data that marketers now have at their disposal, what’s missing are the insights hidden in customer interactions. The complex, ongoing exchange of information between customers and a business across all channels—from the point of sale to the contact center—are not easily incorporated into the churn process.
This white paper will explain how companies can connect the dots between marketing and the contact center to develop deeper customer insights, which can be applied to customer retention and churn-reduction initiatives.”