Finding leading indicators for ecosystem loyalty across a Nordic telco
A retention-indicators framework adopted across product lines
The challenge
A Nordic telecom operator was working to deepen loyalty across an increasingly broad ecosystem of services — connectivity, entertainment, smart home, and more — sold across fragmented product lines with their own teams, metrics, and incentives. Leadership could see that retention in this kind of ecosystem wouldn't be moved by lagging indicators alone; they needed leading behavioral signals that could be acted on early. The harder problem was that no such framework existed inside the company, and the product lines didn't share a common way of thinking about ecosystem behavior in the first place.
Our approach
We developed a behavioral methodology for surfacing leading indicators of ecosystem loyalty — the small, observable user behaviors that quietly predict whether a customer is deepening into the ecosystem or drifting out of it. Working alongside internal teams, we ran expert audits across product lines, mapped the behavioral patterns that mattered most, and translated the findings into a shared framework leadership and product teams could use together. A meaningful part of the work was alignment: getting people who'd been optimising for different things to see the same picture, and to agree on which leading indicators were worth instrumenting and acting on.
The result
The framework was adopted across product lines as a common language for thinking about ecosystem retention, giving teams a set of leading indicators they could design against rather than waiting for churn to show up in the numbers. Leadership came away with sharper alignment on where loyalty was actually being built or eroded, and product teams with concrete behavioral signals to instrument and improve. The deeper relationships with their customers belonged to the operator; we were glad to have helped enable the lens that made them visible earlier.
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