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Halting churn
Introduction
Poa! are internet service providers who connect the under served, improving lives through unlimited access to knowledge and opportunities. For over five years, Poa! Internet has been steadily building its ambition to become the leading internet provider in Africa.
The challenge
Poa Internet faced an increasing customer churn rate, causing significant concern. They aimed to understand the root causes of this churn and explore ways to enhance customer service to retain their clients.
Our approach
We employed a mixed-method research approach. Qualitative research provided nuanced explanations for customer decisions, while quantitative research supplied measurable numerical data rather than generalized statements.
In-depth Interviews
This exercise offered a platform for participants to openly share their experiences and diverse perspectives.
Immersion
We participated in the customer journey to observe and experience the service from the customer's perspective, identifying pain points and opportunities for improvement
Quantitative - Telephonic Interviews (CATI)
This enabled us to gain insights into churn reasons. This also helped validate qualitative findings and identify opportunities where Poa internet can improve.
In-depth Interviews
This exercise offered a platform for participants to openly share their experiences and diverse perspectives.
Immersion
We participated in the customer journey to observe and experience the service from the customer's perspective, identifying pain points and opportunities for improvement
Quantitative - Telephonic Interviews (CATI)
This enabled us to gain insights into churn reasons. This also helped validate qualitative findings and identify opportunities where Poa internet can improve.
The output
The main achievement of this project was the identification of specific triggers leading to customer churn. We successfully mapped customer expectations and experiences to six key archetypes, providing a nuanced understanding of churn drivers. These insights allowed us to tailor our retention strategies more precisely, focusing on the most impactful areas.
Learn more about how our research insights helped the internal team at Poa in the video below.
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