Harnessing ISM for Customer Churn in Mobile Telecom. Networks
摘要
In the mobile telecommunications sector, customer attrition remains a complex and costly challenge, often linked to multiple interactions between subscribers, services, products, and staff. This study proposes an innovative approach by leveraging Interpretive Structural Modeling (ISM) for strategic management of attrition. A comprehensive inventory of traditional qualitative methods, such as Causal Loop Diagrams (CLD) and Relationship Diagrams (RD), is first conducted, highlighting their weaknesses and the necessary criteria for critical evaluation. The research then presents a complete ISM methodology, detailing each step and emphasizing the essential principles to support strategic decision-making. This methodology is rigorously applied to examine churn dynamics, particularly the complex interactions among various factors. The developed ISM model facilitates proactive decision-making by prioritizing key levers for reducing attrition. Finally, a comparison is made between the effectiveness of ISM and traditional CLD methods, providing valuable strategic insights for improving customer retention in a competitive environment.