7-10%
Cancel call reduction
5-6%
churn reduction
$40M+
Value savings
$20M+
Cost savings
The challenge
Moving beyond discounts to deliver long-term value
A European leader in media and communications needed to combat customer churn while expanding its product suite of television, broadband, and mobile. Relying on discounts during renewals was no longer financially sustainable. With unscalable on-premises architectures, siloed data and scattered analytics, the client struggled to identify drivers of churn and prioritize high-risk customers.
Key challenges
Overreliance price discounts for customer retention
Fragmented data across 20+ sources
Inability to detect early indicators of churn
No enterprise-wide customer view or metric
The solution
A cloud-based analytics framework for proactive engagement
AI-driven insights
Deep learning on customer journeys
1–3-month churn risk predictions
Models self-calibrate via adaptive learning
Simple to measure’ metrics
Weekly 0–100 relationship score
Holistic product usage view
Single source of truth
Implementation approach
1
Data harmonization
GCP-based pipeline
Consolidated data sources
20× faster processing
2
Parallel modeling
GPU-accelerated architecture
Live scoring dashboards
Automated churn alerts
3
Transformation
In-house GCP training
Modular design
Future-proof framework
The impact
Minimizing costs and maximizing lifetime value
Call reduction
7–10%
Fewer cancellations
Early churn detection
Decreased offer dependence
Proactive retention strategy
Revenue growth
$40+M
In value savings
Reduced churn rates
Higher ARPU
Strengthened customer loyalty
Cost efficiency
$20M+
In cost savings
Streamlined contact ops
Fewer manual steps
Smart retention workflows
Looking ahead
AI marketing
Leverage analytics capabilities to drive marketing campaigns
Omnichannel expansion
Integrate all customer touchpoints seamlessly
Predictive personalization
Reimaging customer journey interventions
