f you cannot get a computer-generated list of customers that have churned, then you are left with no other alternative but to manually collect the exit information as the customers leave. Probably the eXcellence in Telecommunications The Telco Churn Handbook easiest way is directly from the customer (or ex-customer) through exit interviews or exit polls either by telephone, in person, or via surveys mailed to the customers. The valuable aspect of this technique is that you can collect important information about customers and their churn behavior that is impossible to acquire through indirect means. The bad news is that it is difficult to get all of the customers to provide this information, and nothing prevents them from not telling you the truth. ALTERNATIVE CHURN REPORT FORMATS There are, of course, thousands of possible forms that churn reports can take, and each of them has merit. We provide a few examples of report types that other organizations have found useful. Viewing Churn by Different Dimensions After you have put together the best list possible of the customers that are leaving and have gathered as much information about them as you can, you are then ready to determine what kinds of people these customers are. The analyst will want to try to understand the raw churn numbers according to several different dimensions to gain insight into who is leaving and perhaps even provide clues as to why they are leaving. Attrition by Revenue The analyst will want to see a report that shows, by different revenue levels, how many customers are leaving. In other words, we want Voluntary Churn by Revenue Total Attrition 5,000 7,500 10.100 2.200 4,000 8,000 1.000 $0-$50 month $50.01 $100 / month $100.01 $200 / month Over $200 / month Figure 20-4: Attrition by Revenue Report Chapter 20 to know whether those that are leaving are low, medium, or high revenue consumers. A typical attrition-by-revenue report will break down the customers into three or four revenue categories and show the attrition counts for each month. Se