Customer 360 for churn reduction: the minimum viable telco data model

The reality, however, is that many Telcos spend years trying to integrate every disparate system (network probes, CRM, billing, retail, app usage) into a massive data lake before they deliver any value. By the time the "perfect" model is built, the market dynamics have changed.

ICT leaders should instead focus on a Minimum Viable Data Model (MVDM) geared specifically toward predicting churn risk. You don't need all the data to start; you need the right indicators.

Starting the MVDM for Churn: Focus on integrating just three high-signal data sources initially:

1. Recent Interaction History: Specifically, calls to retention desks or repeated complaints logged in the CRM.

2. Usage degradation patterns: A sudden drop in data consumption or outbound calls over a 30-day rolling window.

3. Billing anomalies: Late payments or unexpected overage charges that act as trigger events.

This MVDM allows you to segment customers by risk profile quickly and trigger proactive retention campaigns. You can then enrich the model with more complex network experience data later.

To see how we model data for specific business outcomes, review UC-08: Customer 360 + Segmentation for Growth. For assistance in defining your data strategy, see our SRV-01: Data & Analytics.