Customer churn is "enemy number one for business", according to Adrian Payne, professor at the New South Wales School of Marketing. In fact, in a recent survey in the Asia Pacific region, 6 out of 10 consumers changed suppliers over the past 12 months. Peter Armstrong, corporate strategist for BMC Software, joins this discussion of customer churn in Europe and the Asia Pacific regions. You'll be surprised by the demographics of churn, as well as why people choose other service providers.
