Promotional campaigns that are triggered by a low customer balance or failure to renew a service, provide the opportunity to deliver a promotional offer to drive revenue generation and increased average revenue per user (ARPU).

However, proactively monitoring customer inactivity, low credit balances or % drop in ARPU over a certain period, (or any metric which is used to estimate potential to churn) can help identify customers at risk of churn. Personalised offers can be sent to these customers to then keep them on network.

• By identifying times when subscribers will be more susceptible to promotional offers will help improve conversions and revenue generation
• Monitoring low levels of activity to initiate campaigns can also help protect against churn
• Ongoing, the more a subscriber feels the operator understands and serves their needs, the more loyal they become