Churn management

Over 2 million annual contract cancellations by private customers – our client lost customers faster than it acquired new ones. Premium adjustments, agent changes, and insufficient support for agents triggered a steady outflow of clients. Retention efforts were reactive, fragmented, and lacked systematic win-back measures for customers who have already been lost. A unified, data-driven strategy combining prevention and winback measures was missing – one that considers both the end-to-end customer view and the agent perspective. The key question was: How can the client detect churn early, empower agents to retain customers, and win back those who have already left?

Eve by Eraneos designed a framework for end-to-end customers and agents that includes three pillars: prevention management to strengthen loyalty before risks emerge, detractor management to identify potential churners, and cancellation management to win back customers that already left. This framework increases support for internal operations and field agents. A Customer-360 data layer at the core consolidates fragmented data sources into one, creating an actionable view of each customer’s pain points, behavioral patterns, and lifetime value. Eight workstreams addressed the entire customer journey, from price adjustment communication and agent transitions to CLTV-based prioritization. This ensures that highest-value customers receive attention first.

The program delivered a 10% reduction in private customer cancellations, projected through 2027 — translating into significant retained premium volume. The Customer-360 Data Layer gives the organization real-time visibility into churn risks, replacing intuition-based decisions with predictive intelligence. CLTV-based prioritization ensures resources are focused where they generate the highest retention ROI. Beyond the numbers, the project fundamentally shifted the client’s operating model from reactive damage control to proactive relationship management – creating a scalable, sustainable foundation for long-term customer loyalty and profitable growth.

Our client is one of Germany’s leading insurance companies and part of a major European insurance group. Serving millions of private and corporate customers, the organization is recognized for its commitment to digital innovation and customer-centric service delivery.