r that allows us to see, at a glance, how the factors that affect the customer's decision to churn have combined to create a greater or lesser propensity to churn for any given individual. What the CCI will give us is a good understanding of how much pressure there is on an individual customer to churn at any given point in time. What the CCI will not do, and cannot do, is give us any actual predictive capability. The CCI is developed to provide us only with a relative measure of customer satisfaction and likelihood to change. CCI - Churn on a Continuum Basis To help you understand exactly what the CCI does, imagine that we wanted to create a gauge, or barometer, that would show us an instantaneous measure of exactly how close a customer is to making a churn decision. If the customer is very, very unlikely to churn, because they are very, very happy with everything that is important to them, then our barometer will assign them a very low score. eXcellence in Telecommunications The Telco Churn Handbook Low CCI Customer is not likely to churn Figure 14-1 : Low Customer Barometer On the other hand, if the customer is very, very unhappy and, therefore, very likely to churn, then the score would be very high. Of course, this barometer does not actually attempt to predict if, or when, customers will churn. It only tells us how likely they are to churn. High CCI Customer is likely to churn Figure 14-2 : High Customer Barometer Customers can move up and down this scale quite a lot from one day to the next. Sometimes the customer may be unhappy, and then Chapter 14 less unhappy. The CCI provides us with a temperature reading for the customer. To predict a churn event, however, we will need to include more variables and approach the problem in a different way than with using a CCI. We will need to include time lag, causation, probability, and a number of other factors, all of which require a very different approach and a different way of looking at the churn problem. (In Chapter 15, we will concentrate on the churn predict