# Telecom: Keep the customers who matter.

Churn, top-ups, plans, devices, customer value and the quality of acquisition. Understand who is leaving, who is ready for an upgrade and which campaigns bring the subscribers worth keeping.

## What matters

A subscriber’s value unfolds over months. Acquisition volume can hide low-value cohorts, and a generic retention offer can reach customers who were never leaving.

- Churn and top-ups
- Plans and devices
- Customer value and acquisition quality
- Regions and cross-sell

## Questions you can ask

- What is driving churn among high-value customers?
- Who is a relevant audience for a plan upgrade?
- Which acquisition campaigns bring higher-value subscribers?
- Which customers respond to device versus plan offers?

## Data that becomes useful

- Subscription and plan
- Top-ups and permitted usage
- Commercial history
- Campaigns and response

Churn or propensity scores are used only where a model has been built and validated for the operator.

## What the agents can do

1. **Understand (Nexus):** Investigate patterns behind churn, top-ups and upgrades.
2. **Define (Aura):** Define retention or upgrade audiences with eligibility and exclusions.
3. **Create (Prism):** Write messages for each need: device, plan or coverage.
4. **Activate (Radian):** Prepare the contact plan and its review.
5. **Learn (Shared system):** Measure permanence, top-ups and conversion.

## How learning closes the loop

Retention is read over time, against a comparable group. The result updates who is considered at risk and which offer each need receives.

- Permanence
- Top-ups
- Upgrade conversion
- Acquisition value by campaign

**+40%** ROAS in a 90-day deployment. Telecom client in Mexico. Measured with a geo-holdout against control over 90 days, validated with the team that ran it. A result of one project, not a typical outcome.

## An example conversation

> **You:** Define an audience of eligible customers who have not upgraded.
>
> **Aura:** I will use the eligibility rules and exclude recent upgrades and customers who cannot receive this communication. Review the criteria before preparing the audience.

*Illustrative conversation with a fictional brand. Not a transcript or a client result.*

## Start with the customers you want to keep.

Explore where interest stops becoming action.

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Source: https://randomtruffle.com/solutions/telecom