Analyze below case indicating relevant marketing concepts

Eircom is one of Irelands biggest telecommunications service providers with over two million fixed-line and mobile customers, just under 5,000 employees and an annual turnover of around 1.5 billion. Eircom has 20 per cent share of the countrys mobile market, and 40 per cent of the broadband market. Irelands economic recession following the 2008 financial crisis led to increasing competition between mobile network operators and higher levels of customer churn as customers sought better value. Eircom routinely collects structured data on important issues for customers, such as dropped calls, and customer satisfaction with service interactions, such as customer onboarding onto the network.

The companys customer satisfaction instrument allows customers to explain in free- text boxes why they have assigned a particular satisfaction score. Eircom has a team of analysts working with data mining tools that allow them to explore both structured and unstructured data. Text analytics help eircom to understand customer sentiment at different points along their journey, as reported in the free-text boxes.

Eircom uses automated churn prediction modelling to enable a quick response when a customers patterns of behaviour indicate a high probability of churn. Eircom has also improved in-store processes and staff training. The analytics team discovered that customer experience during the on-boarding process had a significant effect on the likelihood of churn. As a result, eircom introduced a new in-store process to enhance the on-boarding experience, based on improving the import of contacts from an old phone to a new one.