Developing a Churn Preventation Strategy Based on a Comprehensive Churn Analysis
Haak, Sander (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025112529728
https://urn.fi/URN:NBN:fi:amk-2025112529728
Tiivistelmä
This thesis examines how a Finnish third-party logistics company can decrease customer churn. Customer churn is a threat to especially smaller-sized businesses, where long-term relationships and stability are essential to grow. The study focused on identifying customer journey events and patterns which contributed to churn and proposed targeted actions which could aim at strengthening retention.
This thesis used a mixed-methods approach to collect data. Quantitative data from the company’s CRM was used to obtain churn trends and patterns, which were then analysed to create a general overview. Qualitative data was obtained in the form of interviews with Merchant Care agents to understand underlying causes which were not visible in the systems. Furthermore, a workshop was hosted with company personnel, to map the customer journey, and to deep dive into the churn reasons, and brainstorm ways to address these. The results from these showed a lack of data collection, perceived mismatch of service and costs, and internal misalignment.
Based on the findings, ways to address these pain points were identified during the workshop sessions, which were then further developed by the thesis author into a set of recommendations to be used by the company. These suggestions included improving internal operational and communications alignment, increased systematic monitoring and logging of customer behaviour, and argues for a structured approach when churn-prone behaviour was identified.
This thesis used a mixed-methods approach to collect data. Quantitative data from the company’s CRM was used to obtain churn trends and patterns, which were then analysed to create a general overview. Qualitative data was obtained in the form of interviews with Merchant Care agents to understand underlying causes which were not visible in the systems. Furthermore, a workshop was hosted with company personnel, to map the customer journey, and to deep dive into the churn reasons, and brainstorm ways to address these. The results from these showed a lack of data collection, perceived mismatch of service and costs, and internal misalignment.
Based on the findings, ways to address these pain points were identified during the workshop sessions, which were then further developed by the thesis author into a set of recommendations to be used by the company. These suggestions included improving internal operational and communications alignment, increased systematic monitoring and logging of customer behaviour, and argues for a structured approach when churn-prone behaviour was identified.