Churn rates : a comparison between Maltese companies vs i-gaming companies

Abstract

This research sets out to investigate the area of customer churn with respect to several Maltese industries, namely the iGaming, telecommunication, and banking industry. Comparisons will be drawn between the above-mentioned industries mainly to give attention towards the practical implications of churn modelling systems and their importance within the respective industries. Candidates from these industries were asked to participate in an online one-on-one interview where they gave their working knowledge on their respective company’s relationship with customer churn prediction models. A total of 10 interviewees were questioned through a semi-structured interview process. The findings presented within this study, highlighted the fact that the banking industry was the one who gave the least importance towards predicting churn as the industry is traditionally characterised with very low churn. Furthermore, iGaming companies were noted to give the most attention towards predicting churn, by instantly rectifying potential churners using automated systems linking churn prediction models with CRM systems. The implications of these findings iterated how competitive and volatile both the iGaming and telecommunication industries have become, as well as echoing the rise in importance of caring for one’s customers.