Virgin Mobile Seeks to Predict Churners

The UK arm of Virgin Mobile has ordered predictive analytics software to drive marketing campaign optimization and reduce customer churn.

The software from SPSS enables Virgin Mobile to analyze its customer data and the results of previous direct marketing campaigns to identify appropriate customer segments for new marketing initiatives targeted at the mobile operator?s 4 million customers.

SPSS' predictive analytics software provides Virgin Mobile with a better understanding of its customers by combining information on past circumstances, present events and projected future actions. For example, Virgin Mobile can predict the likelihood of a customer leaving and take measures to prevent this.

"As the competition continues to heat up in our industry, driving customer loyalty will be the difference between success and failure," said Caroline Schmidt, CVM controller at Virgin Mobile. "We could only improve the effectiveness of our CRM activity by knowing our customers better."

Posted to the site on 25th April 2007