Strategic Marketing

Table 01: Number of retention customers throughout the five market players

The attractive high value of retention rate of Dialog evident for the mindset of the company from product to customer and from transaction orientation to long term relationship orientation than its competitors in the market.

Churn rate

Churn rate support to identify what action require to high retention rate. Dialog emerged customer centric programs like “Dialog Mega Wasana” and frequent promotions to encourage voice calls percentage which winners are eligible high amount worth gift vouchers from leading supermarkets, full board hotel package to minimize its customers to switch other mobile service provider like Mobitel.

Customer referral rate

The customers which has long standing bond with the brands and loyalty investment with brand tend to recommend the products and service to others. This can be identified as referral rate. The consequence of customer satisfaction includes pay off, buyer willing to pay high price, provide referrals, retention, loyalty (Reichheld 1996; Reichheld and Sasser 1990). Example- Dialog continuously launch “Kit mania, Srilanka gamers lead board, online gaming tournament, Srilanka cyber games to cater the game lovers base of Dialog other than its competitors in Srilanka by expecting faster referrals rate for Dialog.

2.2 How the metrics can assist to understand the customer Churn rate

Even though churn rate and retention rate seems similar. Retention rate emphasize the strength of Dialog and Churn rate emphasize weakness of Dialog. Churn rate catalyst the stability of business. The bond between customer and trustworthy company is very important to develop loyal customer. As the best mobile service provider in Sri Lanka customer’s expectations of their service level, product, is so high.