DM CHURN™ — RESEARCH MANDATE P3 Part of the DM Axis Intelligence™ Network

Lock-in vs. Customer Experience

Interactive diagnostic — Gao, de Haan, Melero-Polo & Sese (2023) — JAMS

EVIDENCE AUTHORITY

n = 13,761 · 48 months

CC BY 4.0 · Telecom

YOUR PARAMETERS

CX Score5/10

Your average affective CX score

Lock-in Mechanism

Primary retention mechanism

Relationship Depth

Average engagement level

Multi-Product %30%

Customers with 2+ subscriptions

Competitor CX6/10

Primary competitor's estimated CX

PROVENANCE

All projections calibrated to P3 empirical models. Published ranges only — no extrapolation.

Affective CX reduces monthly churn from 49.03% to 0.15% across full range

#CX-DECAY

2.77%

Your Current Churn

at CX = 5/10

0.16%

Best Achievable

at CX = 10/10

2.61pp

Improvement Range

monthly churn reduction

You're past the steepest decline. The critical question: is your CX above 7? That's where lock-in becomes statistically irrelevant.

P3-01, P3-02, P3-03 | RC-001, RC-002, RC-003

JAMS 2023n=13,76148 monthsTelecomCC BY 4.0DOI: 10.1007/s11747-022-00898-z

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