Case Study: Customer Churn Study
Audience and Methodology: 40 qualitative in-depth interviews followed by 450 quantitative telephone interviews with business people who use or considered using our client’s business information service.
Background and Objectives: 
What causes potential customers to choose or reject us? 
Our client wanted to understand what made customers decide to subscribe to their service (or not). Subsequently they wished to know what factors lead to customer renewing or lapsing at the end of their subscription period.
Insights:
- By comparing characteristics of subscribers, non-subscribers and lapsed subscribers, Kadence was able to identify attitudes, behaviours and demographics that described the customers most at risk of defection or most likely to purchase
- The research uncovered the main drivers of product selection and needs of potential customers
- We were able to identify areas of strengths and weaknesses within our client’s product line.
- The research also identified opportunities for communication to engage current customers directly
Output Examples:
