standard set of responses when a customer calls to discontinue ser- vice. Defining Standard Churn Reason Codes Next, we need to turn the standard definitions for churn, defined by the organization, into a chart of reason codes. This chart provides anyone encountering a churn situation with the criteria for assigning a churn reason to the event. It is very important that the chart of churn reason codes be prepared, formalized, and distributed to the Chapter 20 entire organization. This way, everyone knows exactly what is being reported and why. Churn Type Churn Reason Name Description Voluntary Price Complaint Customer complaints abour price Customer indicatest that they are responding to a Voluntary Promotion Offer competitors promotional offer Customer complaints about poor customer service Voluntary Customer Service Issues indicate that this is the reason they left Customer complaints about call quality, or historical Voluntary Poor Network Quality records that show a history of call problems Voluntary Billing Problems Customer complaints about billing The person is moving, died or has entered military Voluntary Moved Deceased, Military service Involuntary Credit Problems Account discontinued for failure to pay bills Involuntary Fraud Account discontinued because fraud was detected Account discontinued because it was not used for 6 Involuntary Non-usage months Figure 20-3: Chart of Churn Reason Codes Instructing Customer Service in the Proper Diagnosis of a Churn Event After the chart of churn reason codes has been prepared, the customer service organization, in particular, needs to be briefed on the codes definitions and how they are to be used. Detailed instructions regarding which fields in the billing or customer service systems are to hold the reason codes and how to successfully record the events need to be provided. Capture of Churn Reasons in the Billing or Customer Service Systems At this point, churn reasons can be harvested from the billing system as required. Direct Identification Using Exit Polls I