Tier-1 Carrier Cuts Churn 14% with GenAI Customer Intelligence
Vertex AI + BigQuery customer intelligence platform combines churn prediction with GenAI-powered next-best-action for 38M subscribers.
A tier-1 carrier was watching post-paid churn climb 90 basis points year-over-year as competition intensified. The retention team's playbook — discount-on-call — was costly and reactive, hitting customers only after a port-out request. Subscriber data lived across 11 source systems with no unified view.
Apptad consolidated subscriber data into a BigQuery-native customer 360 with identity resolution across the 11 sources. On top, we deployed a Vertex AI churn-prediction model and a Gemini-powered next-best-action engine that recommends offers tuned to subscriber lifetime value and current frustration signals from CCaaS data. Care agents see the recommendation in their CRM with one-click acceptance.
Post-paid churn fell 14% year-over-year against the prior trend, retaining an estimated 280K subscribers worth $190M+ in lifetime value. Average retention offer cost dropped 22% (right-offer-to-right-customer), and care agents accept the recommended action 71% of the time.
The Numbers Behind the Story
Built On
The platforms and partners that powered this engagement. Where Apptad has a dedicated alliance, the chip links to our partnership page.
“Retention used to mean we'd already half-lost the customer. Now we see it coming three weeks earlier — and we make a smarter offer when we do.”
