GM - Retention & Churn Analytics Lead

Role Title

Postpaid Activations & Churn Analytics – Centre of Excellence & Postpaid Retention - Process Factory Team Lead

Position No

Function

Postpaid Customer Service - Corporate

Sub Function/ Vertical/ Department

Retention & Relations

Band

Reports to Role (Position No)

Head - Postpaid Process and Delivery

Location

Ahmedabad

Date of last update/approval

2. Job Purpose (In one or two sentences)

Churn Mitigation & Predictive Analysis: Utilize advanced analytics to study historical customer behaviour and interactions, proactively identifying risk factors to minimize mobility and revenue churn across Consumer and IOIP segments.

Strategic Retention Planning: Develop and execute proactive and reactive retention campaigns focused on Customer Base Management (CBM) and High-Value Base enhancement.

Actionable Insights & Experience Management: Provide strategic insights to drive targeted Service and Marketing activities while ensuring a seamless activation experience for Postpaid customers.

Cross-Functional Leadership: Exercise pivotal influence across Credits, Collections, Marketing, and Enterprise (VIBS) verticals to suggest and implement corrective actions for identified service issues.

Engagement & Loyalty: Enhance overall customer engagement and drive loyalty programs to increase long-term brand affinity and retention.

Total Mobility Base = ~76 Lac

Consumer Base = ~ 63 Lac

IOIP Base =~ 13 Lac

3. Key Accountabilities / Key Result Areas (Max 5)

• To analyse the base into various segments for activations and churn analytics:

              Quality of acquisitions, Source of acquisitions, Activation & SIMX TAT, 4G/Non-4G device,

              RedX/Non-RedX subscribers, Family subscriptions

• Usage Analysis: Data Usage, Voice usage, App/Non-App Usage

• Payment methods: Online/Offline

• Proactive :
  • Effectiveness of retention campaigns on CPM & other targeted base.
  • Create new CPM models basis advance analytics.
  • CPM campaigns, Non-user calling campaigns, Premium base enhancement & Design and implement loyalty schemes/ offers for eligible customers.

• Reactive Retentions:
  • To analyse the effectiveness of retention process/campaigns across all churn categories of MNP/Involuntary/Voluntary/P2P.
  • Sharing Consumer Insights to Marketing, Enterprise, Credits/Collections & other CS functions with actionable to arrest Churn.
  • MNP Campaign, Voluntary disconnection retention campaign, Involuntary disconnection retention campaign, Post to Pre migration retention campaign

• Cost :
  • Budgeting
  • Forecast & Planning
  • Automation & Digitization of Retention processes to optimize cost
  • Digitalization of customer journeys

• Others :
  • Competition benchmarking, Digitalization of customer journeys, Churn forecasting, Ensure Compliance on regulatory norms & Budgeting and Dimensioning
  • Partner management & regular outbound performance monitoring,
  • Monitoring Out-bound campaign wise performance and building efficiency
  • Governance and compliance of National Churn policies.
  • Competition benchmarking on Postpaid Products and Servicing.

4. Core Competencies, Knowledge, Experience, Technical / Professional Qualifications (Max 5)

• Experience & Expertise: Minimum 8 years in Data Analytics and Customer Lifecycle Management (CLCM), with a specialized focus on telecom customer retention and base management.
• Analytical Proficiency: Advanced data analytical skills using MS Access and Excel, alongside hands-on experience with BI and big data tools like SAS, Netezza, and COGNOS.
• Technical Ecosystem Knowledge: Sound understanding of telecom-specific systems, including CRM, IVR, Auto-dialer technologies, and core lifecycle processes.
• Process Optimization: Strong logical thinking and problem-solving abilities to identify process gaps and drive continuous improvements in the customer journey.
• Stakeholder & Vendor Management: Proven ability to manage partners/vendors and collaborate with internal and external stakeholders to build cross-functional synergy.
• Communication & Influence: Excellent interpersonal and presentation skills to effectively translate complex data insights into actionable strategies for diverse audiences.

5. Key Performance Indicators (Max 5)

• Churn Reduction & Forecasting:
  • Achieve specific monthly churn reduction targets and minimize the national/circle churn percentage.
  • Develop and implement new churn prediction models to proactively identify at-risk customers.
• Performance Monitoring & Reporting:
  • Oversee the creation and delivery of daily, weekly, and monthly dashboards for activation, SIMEX, and PAN-India churn analytics.
• Process Efficiency & Improvement:
  • Measure and enhance key performance indicators related to activation, SIMEX, and overall retention effectiveness.
  • Identify and close gaps in the customer journey that negatively impact churn rates.
• Analytical Depth & Insights:
  • Ensure the quality of analytics provides clear, actionable reasons behind customer churn for targeted interventions.

• Digital Adoption & Penetration:
  • Drive a monthly percentage increase in digital and non-telco service penetration to enhance engagement and loyalty.
• Operational Planning & Compliance:
  • Planning & forecasting basis monthly allocations.
  • Contactability as per contact centre SLAs.

6. Annual Budget Owned / Key Quantitative Parameters like Workforce managed etc.

Annual budget in hand – More than Rs.27 crs

7. Risks, Challenges, Job Context (Short Description)

• Risks:
  • Proactive identification of churn threats basis the changing dynamics of subscriber offerings by competition
  • BCP for outbound call centre operations for national and local partners.

• Challenges:
  • Keeping track of circle wise competition benchmarking for proactive corrective actions for VIL customer base.
  • Foresee risks basis advanced analytics that can lead to customer churn in future.
  • Drive operational efficiencies within the budget.

8. Job purpose of Direct Reports & Dotted Reports

Direct Report / Dotted Report Position

Job Purpose

Postpaid Activations & Churn Analytics – Centre of Excellence Team Member

Responsible for driving all Postpaid mobility retention aspects by bringing in analytics on Churn for the cluster of circles both for consumer and IOIP segments. Identification of key reasons impacting customer churn and recommending corrective actions to fix the issues identified. Regular and deep study of various trends and consumer behaviour of customers.

Postpaid Retention - Process Factory - Team Member

TM will be responsible for driving Postpaid Mobility Churn for the cluster of circles (Consumer & IOIP segments). Key focus has to be on reduction of customer churn & Revenue churn on account of MNP / P2P / VOL / INVOL churn. Driving retentions from various outbound calling campaigns and various partners for the cluster of circles.

   Job Holder

  Reports To Manager

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