Three: Building customer relationships

This case study explains how Three, the mobile network, switched from a price strategy to a brand strategy to reduce customer churn in the UK.

Three: Building customer relationships

Starting at the beginning

This paper begins with a new and important understanding of our customer base. Three had grown to over 9m customers to claim 12% share of the mobile phone market (Source Three). We were 'the network that was built for the internet', and our focus on data deals and low prices had pulled in customers.

However, the flip side was that they were relatively low margin and loyalty customers who were quick to leave for new price deals when their contracts were up.

As a result, Three's annual churn rate was the worst...

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