Despite aggressive campaigns to attract customers with lower mobile phone prices, a Canadian Mobile Phone carrier company has been losing large numbers of its most lucrative two-year contract subscribers. Management wants to know why so many customers are leaving and what can be done to entice them back.
Are customers deserting because of poor customer service, uneven network coverage, wireless service charges, or competition from carriers with Apple iPhone service?
How can the company use information systems to help find the answer? What management decisions could be made using information from these systems?