El Churn En Las Empresas (Perdida De Clientes)

SURVEY FINDINGS

BMC CHURN INDEX SURVEY
EUROPEAN SUMMARY OF FINDINGS

March 2007

BMC CHURN INDEX SURVEY EUROPEAN SUMMARY OF FINDINGS

Table of Contents
Executive Summary_______________________________________________________________________ 2 Researchmethodology.................................................................................................................................................2 Results overview ...........................................................................................................................................................2 BMC churn index for Europe – churn rates ____________________________________________________ 3 Customers to service suppliers: “Reward us and personalise your service or we’ll leave…!” __________ 6Reasons why European customers would stay loyal.................................................................................................9 Effect of age on Europeans’ reasons for churning or staying................................................................................. 11 Impact of service considerations on churningfrequencies..................................................................................... 12 The impact of loyalty incentives ................................................................................................................................ 13 Customers want to be more involved – the underlying message: “Keep us informed or let us take charge” ________________________________________________________________________________ 13 Predicting servicechurning frequencies................................................................................................................... 15 Net promoter score for banks______________________________________________________________ 17 Conclusion _____________________________________________________________________________ 17

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BMC CHURN INDEX SURVEY EUROPEAN SUMMARY OF FINDINGSExecutive Summary
Research methodology
Everyday, BMC Software listens to hundreds of major corporations all around the world. In these discussions, a recurring theme emerges — organisations are challenged by the increasing cost of losing customers and the cost of having to replace them with new ones. Customer churn, and its impact on the business, has become a key issue at the forefront of CEOthinking. As the leader in Business Service Management (BSM), BMC is interested in whether or not organisations are beginning to bridge the divide between the boardroom and the IT department, ensuring that they organise their business services so that they satisfy the needs of the final customer. To determine the answer, BMC commissioned Research NOW to carry out a survey in 12 European countries.The results are based on more than 12,000 respondents across Europe. The sample was controlled by gender, age, and region. Social grade was also controlled in the UK, with only ABC1C2s targeted. To be eligible to participate in the survey, consumers must have dealt, at some point, with suppliers of services, such as insurance (life, home, travel, motor, etc.), telecommunications (mobile,internet, home), and utilities companies. Participants were not required to have switched suppliers to be eligible for the survey.

Results overview
Virtually every European consumer (97%) has at some point switched a service — and three out of five has done so in the last six months. The survey found that: Financial and telecommunication services suffer from the lowest loyalty. A lack of rewards ordiscounts for continued loyalty and deficiency in personalisation (e.g. call centre staff unaware of individual service histories or deficient information about service problems) are most commonly stated as motivations for service switching. With the exception of online services, top reasons for customer churn are similar across sectors, although there is some variation in churning and the value...