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Some of you may remember a thing called the BMC Churn Index, which we ran in Europe a while ago. It was a study to see why customers "churned", i.e. why did they change their suppliers for banking, phone, utilities etc. The index demonstrated very clearly that whilst financial incentives may be attractive in the short term, they were definitely not the correct way to build a long-term viable business model with customer retention.
We have now run the Index in the Asia Pacific region, and in this podcast you will hear me discussing the results with Professor Adrian Payne from the Australian School of Business at the University of New South Wales in Sydney. You can find the podcast here. Hope you enjoy it.
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