Telecommunications provider: Using customer insight to identify churn risk and protect $6M in revenue

The challenge

This large telecommunications provider operates in a highly competitive market where rising customer expectations and increasing price pressure made retaining customers more challenging than ever. While the organization collected customer feedback across multiple channels, those insights weren’t connected to customer value or churn risk, making it difficult to understand which experience issues were driving cancellations and revenue loss.

To move forward, the provider needed a clearer view of which customers were most likely to leave, what experiences were influencing their decision, and how much revenue was truly at risk.

The solution

Working with Forsta, the telecommunications provider combined customer survey responses, social and review feedback, and financial data to create a more complete view of customer sentiment, behavior, and value. A targeted research program helped identify churn risk, while connecting customer feedback with customer spend and product ownership revealed the financial impact of dissatisfaction.

The analysis uncovered a critical insight: 71% of negative feedback from at-risk customers was linked to a single streaming product. Service issues—including freezing, blackouts, and unresolved problems—were driving dissatisfaction and increasing the likelihood that customers would switch providers. More than 3,000 high-risk customers were identified, enabling the business to focus retention efforts where they would have the greatest impact.

The results

• ~$6M in annual revenue at risk identified through connected customer and financial data.
• 71% of negative feedback from at-risk customers traced to a single product, revealing the primary driver of churn.
• More than 3,000 customers identified as likely to switch providers within six months without intervention.

By connecting customer feedback with behavioral and financial data, the telecommunications provider transformed customer experience from a reactive reporting function into a strategic tool for protecting revenue. With clear visibility into churn risk and its financial impact, the organization gained the confidence to prioritize targeted improvements, strengthen retention efforts, and make more informed product and pricing decisions.