A mobile network operator approached Ipsos MORI as they wanted to understand whether web comments could help them to understand the reasons for switching networks.
What we did:
We carried out text analytics on over 70k comments from social media. We established a link between share of Twitter comment and market share to prove the relevancy of studying social media to understand switching behaviour.
We then deep-dived into the comments to identify major push and pull factors for each network operator and link these to movements in the market.
This analysis enabled us to pinpoint switching factors for our client and their competitors. Digging into the comments surrounded these switching factors then enabled us to build up detailed pictures of the ‘switching story’.
Once our client understood the major drivers of users switching away from their network they were able to take action to improve their performance in these key areas in order to reduce churn