Churn prediction is not enough

Everyone can measure churn. Almost nobody acts in time.

Knowing a subscriber is about to leave is only useful while there is still time to change the outcome.

Contact centre agents are remarkable. On average, they save six out of ten customers who call to cancel. They understand the context, identify the objection and make the right decision in the moment.

The harder problem is everyone who never speaks to one. Viewing drops. A payment card nears expiry. A renewal approaches. The warning signs are there, but nobody joins them together before the customer leaves.

Singula Decisions IQ does.

It uses the subscriber, billing and engagement data you already hold to identify who is at risk and what each relationship is worth. It then selects the next best action for that individual rather than sending another blanket campaign.

A customer is prompted to update their payment details before a transaction fails. A pause is offered before they cancel. And IQ measures what happened: who stayed, what was recovered and whether that value lasted.

IQ works with the platforms you already have. It reads from your billing, CRM and payment systems and acts through the tools you already run, so nothing needs to be replaced.

This is not another dashboard explaining yesterday’s churn. It is a decisioning layer acting while the outcome can still be changed.

We have been running subscriptions for broadcasters since 1997 and manage more than 30 million subscribers today.

Steven Thurlow is at IBC from Friday 11 to Monday 14 September, based at the IAMT Member Hub in the Diamond Lounge, Entrance G, Hall 3.

Twenty minutes, a coffee and a look at what IQ could do with your subscriber data.

There are a few slots left: singuladecisions.com/ibc2026