Goals: Provide an understanding of the customer issues that cause frustration to the point at which they request to cancel their service (churn). In addition, focus on the rates at which "rescue" efforts enable the customer change their mind.

KPIs: Churn requests and rescue rates by customer service issue.

Actively Changing Data: Changes in rates of churn requests and rescues.

Data Sources: Contact data from the ACD, including reason codes; data from a speech analytics; or a CRM solution. The best data source combines data from all three systems into a single record.