Enhancing a Customer Retention Framework for Fixed-Broadband Services: A Strategic Management Approach Using Churn Analysis

DOI

10.2991/978-94-6239-754-5_16How to use a DOI?

Keywords

Customer Retention; Customer Churn; Fixed Broadband; Strategic Management; IndiHome

Abstract

Increasing competition in the Indonesian broadband industry makes customer retention increasingly crucial as a strategy for maintaining revenue growth. Despite maintaining a significant national market share, IndiHome continues to struggle to retain customers in certain regions. This study aims to identify the root causes of IndiHome customers churning out of the service and develop strategies to maintain customer loyalty. The strategic management approach consists of three consecutive stages: Strategic Situation Analysis (SSA), Strategy Formulation (SF), and Strategy Implementation (SI). Primary data and customer survey results were analyzed using the Pareto Chart method to identify the key factors causing customer churn. A Fishbone analysis was conducted to identify the root causes of customer churn, followed by Affinity Diagrams and Impact-Effort Diagrams to generate, evaluate, and determine the most appropriate solutions. The results indicate that the main factors causing customer churn are infrequent service usage, perceived high prices, a multitude of service options, and disruptions in service delivery. Six alternative retention strategies were identified and evaluated. Based on the impact and effort analysis, the most effective strategy is to implement a sustainable Voice of the Customer program by conducting regular customer needs surveys, satisfaction surveys, and direct and ongoing service evaluations. The proposed approach can help telecommunications service providers create data-driven customer retention strategies and improve customer loyalty.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits any noncommercial use, sharing, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if you modified the licensed material. You do not have permission under this license to share adapted material derived from this chapter or parts of it.

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TY  - CONF
AU  - Faiz Irfan Hajid
AU  - Ellin Devihana Pratiwi
AU  - Soma Herningtiyas
PY  - 2026
DA  - 2026/09/02
TI  - Enhancing a Customer Retention Framework for Fixed-Broadband Services: A Strategic Management Approach Using Churn Analysis
BT  - Proceedings of the International Conference on Digital Transformation in Business and Organisations (ICDTBO 2026)
PB  - Atlantis Press
SP  - 173
EP  - 186
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-754-5_16
DO  - 10.2991/978-94-6239-754-5_16
ID  - Hajid2026
ER  -