---
schema_version: "1"
id: 477df5c8a39998f988582dd5457cfeec666814f1bcfde9eac42485476016e6e1
title: Subscriber Churn Factors
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/ind/264-0-0/comms_churn_factors.md
canonical_url: https://help.salesforce.com/s/articleView?id=ind.comms_churn_factors.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: 748ee9823be2d2f62e43a4bf1849ac414f5879db1c326f0fa61dafcecfbc4cd6
description: "We considered some recommendations from TM Forum for the churn model. Some recommended factors are relevant to subscriber churn:"
products:
  - Communications
release: "264"
---
# Subscriber Churn Factors

We considered some recommendations from TM Forum for the churn model. Some recommended factors are relevant to subscriber churn:

- A decrease of more than 30% in the monthly Average Revenue Per Unit (ARPU) or, in the case of prepaid subscribers, a decrease of more than 30% in the top-up frequency or rate (not the top-up amount).
- A decrease in customer Net Promoter Score (NPS) score.
- Late payments of post-paid bills.
- A decrease in usage.
- Poor network quality, such as dropped calls and service outages.
- Widely publicized cheaper or unique offers from competitors.
- Social media that identifies subscribers who solicit information about termination fees and change over offers.

Most of these factors are included with various weightings in most of the formulas that predict churn. The formula and the use of the propensity to churn metric continue to evolve as social media analytics continue to develop.

To date, the model for churn prediction includes these factors:

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small ">
      <colgroup>
        <col style="width:25%">
        <col style="width:25%">
        <col style="width:25%">
        <col style="width:25%">
      </colgroup>
      <thead class="slds-text-title_caps ">
        <tr class="">
          <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d84463e92">Factor Type</th>
          <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d84463e95">Factor</th>
          <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d84463e98">Description</th>
          <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d84463e101">Data Source</th>
        </tr>
      </thead>
      <tbody>
        <tr class="">
          <td data-label="Factor Type" class="slds-cell-wrap" style="vertical-align:top;" headers="d84463e92 ">
            <p style="margin-bottom:0;">Customer Lifetime Value (CLTV)</p>
          </td>

          <td data-label="Factor" class="slds-cell-wrap" style="vertical-align:top;" headers="d84463e95 ">Customer Lifetime Value </td>

          <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d84463e98 ">The lifetime top-up value of the customer.</td>

          <td data-label="Data Source" class="slds-cell-wrap" style="vertical-align:top;" headers="d84463e101 ">External Daily Usage</td>

        </tr>
        <tr class="">
          <td data-label="Factor Type" class="slds-cell-wrap" style="vertical-align:top;" headers="d84463e92 ">Tenure</td>

          <td data-label="Factor" class="slds-cell-wrap" style="vertical-align:top;" headers="d84463e95 ">Tenure Months</td>

          <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d84463e98 ">The customer tenure in months.</td>

          <td data-label="Data Source" class="slds-cell-wrap" style="vertical-align:top;" headers="d84463e101 ">Subscription</td>

        </tr>
        <tr class="">
          <td data-label="Factor Type" class="slds-cell-wrap" rowspan="3" style="vertical-align:top;" headers="d84463e92 ">Trend Features</td>

          <td data-label="Factor" class="slds-cell-wrap" style="vertical-align:top;" headers="d84463e95 ">Data Usage Trend</td>

          <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d84463e98 ">Customer data usage trend.</td>

          <td data-label="Data Source" class="slds-cell-wrap" rowspan="3" style="vertical-align:top;" headers="d84463e101 ">External Daily Usage</td>

        </tr>
        <tr class="">
          <td data-label="Factor" class="slds-cell-wrap" style="vertical-align:top;" headers="d84463e95 ">Top Up Amount Trend</td>

          <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d84463e98 ">Trend customer’s top-up amount.</td>

        </tr>
        <tr class="">
          <td data-label="Factor" class="slds-cell-wrap" style="vertical-align:top;" headers="d84463e95 ">Payment Frequency Trend</td>

          <td data-label="Description" class="slds-cell-wrap" style="vertical-align:top;" headers="d84463e98 ">Trend the customer’s payment frequency amount.</td>

        </tr>
        <tr class="">
          <td data-label="Factor Type" class="slds-cell-wrap" style="vertical-align:top;" headers="d84463e92 ">Case Features</td>

          <td data-label="Factor" class="slds-cell-wrap" colspan="2" style="vertical-align:top;" headers="d84463e95 d84463e98 ">
            <ul>
              <li>
                <p>Number of cases related to Problem with add-on creation</p>
              </li>

              <li>
                <p>Number of cases related to Problem with bill adjustment and refunds</p>
              </li>

              <li>
                <p>Number of cases related to Problem with change of mobile phone</p>
              </li>

              <li>
                <p>Number of cases related to Problem with change of SIM</p>
              </li>

              <li>
                <p>Number of cases related to Problem with change to retention plan</p>
              </li>

              <li>
                <p>Number of cases related to Problem with data</p>
              </li>

              <li>
                <p>Number of cases related to Problem with delivery</p>
              </li>

              <li>
                <p>Number of cases related to Problem with IMEI</p>
              </li>

              <li>
                <p>Number of cases related to Problem with mobile configuration</p>
              </li>

              <li>
                <p>Number of cases related to Problem with service consumption details</p>
              </li>

              <li>
                <p>Number of cases related to Problem with service restoration</p>
              </li>

              <li>
                <p>Number of cases related to Problem with SMS</p>
              </li>

              <li>
                <p>Number of cases related to Problem with suspensions</p>
              </li>

              <li>
                <p>Number of cases related to Problem with top-up creation</p>
              </li>

              <li>
                <p>Number of cases related to Problem with voice</p>
              </li>

              <li>
                <p>Number of cases related to Request for adjustments</p>
              </li>

              <li>
                <p>Number of cases related to Request supervisor</p>
              </li>

            </ul>
          </td>

          <td data-label="Data Source" class="slds-cell-wrap" style="vertical-align:top;" headers="d84463e101 ">Case</td>

        </tr>
      </tbody>
    </table>