CBB

Delivering the Best Bad Experience –
How we helped CBB reinvent Churn Management

In the highly competitive telco industry, customer churn is a persistent challenge. Despite winning the Loyalty Award five years in a row, CBB still experienced customer friction points that could drive cancellations. Traditional churn models predict at-risk customers but fail to explain why they might leave and how to prevent it. CBB needed a proactive, data-driven approach to retention—one that kept customers engaged by making their experience frictionless.

Together with CBB, we developed the Striker Framework—a new way of managing churn that focuses on habit rather than persuasion. Instead of simply reacting to churn risks, the framework continuously monitors, analyzes, and optimizes the customer journey to prevent friction before it escalates.

This scalable system combines:

• Datafication of the customer journey – real-time insights on friction points.
• Turning insights into action – sprint-based execution to resolve key issues.
• Continuous monitoring – dashboards tracking churn trends and interventions.

By embedding these principles into CBB’s operations, the framework ensures seamless customer experiences that keep users engaged without them even thinking about switching.

The impact of the Striker Framework has been remarkable:

• Churn reduced by up to 42%, outperforming traditional methods.
• 42% of detractors converted into promoters, boosting NPS and satisfaction.
• More precise, customer-centric communication, addressing real pain points.
• Scalable event-driven data structure, now expanding to other Telenor units.

By redefining churn management, CBB has transformed retention into a competitive advantage—proving that sometimes, the key to a great experience is simply delivering the best bad experience.