How did Rosetta isolate high churn risk among Internet access customers?

Situation

A premier Internet access provider was rapidly losing subscribers to competitive broadband and DSL products. The company needed a deeper understanding of loyalty and churn drivers in order to better execute product, content, and usage stimulation marketing programs.

Solution

Rosetta led the effort to:

• Identify three discrete Personality-based segments whose ISP needs and preferences were ideally aligned with the client's brand, which enabled the provider to prioritize, target, and tailor retention efforts more effectively

• Identify segment-specific content preferences and usage drivers

Impact

• Rosetta’s Personality framework identified a highly profitable group of internet access customers that was four times less likely to churn 

• Rosetta’s analysis discovered a segment with five times more interest in provider-specific content

• The client is now targeting marketing resources and tailoring messages toward high-loyalty Personalities―improving the efficiency of its marketing spend