Diseño e implementación de una estrategia de fidelización para reducir las cancelaciones del servicio en DirecTV Colombia

Abstract

This improvement plan was developed in the marketing area of ​​DIRECTV Colombia, specifically in the Voluntary Churn sub-area, the unit responsible for reducing voluntary cancellations of the subscription television service. The main objective was to design and implement a loyalty strategy that would decrease the customer cancellation rate, strengthening their perception of the service's value and recognizing their loyalty over time. The research adopted a mixed quantitative and qualitative approach that included surveys and interviews, analysis of historical operational data, and review of customer behavior reports. This methodology allowed for the identification of the main variables that lead a customer to make the decision to cancel their subscription. The research showed that the main cause of cancellation was a lack of awareness of the benefits included in the contracted plans, which generated a perception of high prices and weakened the customer's bond with the brand. As a solution, a two-phase structured loyalty strategy was designed. Phase 1, called Anniversary and implemented in October 2025, reduced voluntary churn by 20.5%. Phase 2, strategic and technological in nature, incorporated the design of a loyalty platform aimed at optimizing resources and strengthening long-term customer relationship management. The results demonstrate that a structured loyalty strategy, based on prior diagnosis and continuous measurement of indicators, reduces voluntary cancellations and contributes to the organization's commercial sustainability.