When a young bird comes to "fly the
nest" it is rarely due to an instant decision or a moment's
impulse. Clues are given in the run up to the event: their
character changes, they are less attentive to the siblings
they have been sharing the nest with. They exercise their
wings more and more often, move to the edge of the nest and
flap their wings in anticipation, until finally they take
Migrating birds also show certain unusual
characteristics before taking flight for the winter. They
demonstrate excessive feeding, gather in a key place and make
strange noises before deciding the time is right to head for
a warmer place.
No - you've not been re-routed to a bird-watching
site! The point is that customers are nearly always the same
as these birds when thinking about migrating to another supplier.
Their behaviour changes, giving tell-tale clues that they
are on the brink of reducing their dealings with you, lessening
their loyalty or moving-on entirely.
Imonic work with clients to identify potential
migration characteristics and develop measures and indicators
to flag these changes in customer
behaviour, so that intervening action can be taken to
improve retention and enhance loyalty.
In the same way as a fledgling can easily
be pulled from the outside edge of the nest, back to the comfort
of the centre of the nest, it is often not possible to pull
them back once they've taken the "leap" and flown
Identifying migration signals early
on is absolutely key to reducing 'Customer Churn'.