MNP win-back: bring the customer back after port-out

Scenario

The customer filed an MNP request and ported to a competitor. The operator’s system marks the number as “ported”. That is the end.

But experience shows: 10-20% of port-out customers within the first 60-90 days are disappointed by the new operator (worse coverage in their area, more complicated tariffs, poor support) and are open to returning — if someone offers it.

Win-back is a structured process to return such customers.

When to contact

Day 0-7 after port-out. Do not contact. The customer is still in the romantic phase with the new operator, any communication is perceived as intrusive.

Day 30-45. First touch. The customer has used the new operator, formed an opinion. If there were problems — they are receptive.

Day 60-90. Second touch. If the first message was ignored — a follow-up with a different angle.

After 120 days — the customer is rooted. Win-back economics deteriorate, no point continuing.

Through which channel

SMS — practically the only reliable channel, because you no longer have a relationship through the app. Use the alternate contact (if you held an email or second number on file) or a public-facing reactivation flow (offer on the website).

If there is a bank partnership and the customer is in a banking app — push through the bank app.

USSD does not work — the customer is no longer on your network.

With what offer

Not “come back and get a 30% discount”. That works poorly — the customer thinks “so your tariffs were inflated”.

Better: “We have a new tariff designed for your profile. First month free, MNP back free of charge”. Specific and honest.

If you have data on the specific reason for leaving (through exit survey or MNP form): address that reason directly. “We have improved coverage in your area”.

What is measured

Win-back rate — what share of port-outs returned within 90 days.

Cost per win-back vs cost per acquisition — economics comparison.

Retention post win-back — how many stay 6/12 months later. If they leave again — economics is negative.

NPS of returned customers — especially important, because they have experienced both operators.

What not to do

Do not contact in the first month.

Do not push “give us a chance” — the customer will say themselves whether they need to.

Do not ignore exit data — it points to the specific reason.

Do not win back at any cost — customers with repeat-churn pattern become loss-making.

How SamaraliSoft engages

Sprint Win-Back Use Case — 4-6 weeks. Analysis of historical port-outs, segmentation of possible win-back targets, offer design, channel orchestration, pilot.

Related

• /en/insights/telecom-mnp-dynamics/ — MNP dynamics
• /en/insights/telecom-churn-economics/ — churn economics
• /en/solutions/telecom-cvm-platform/ — CVM
• /en/use-cases/telecom-onboarding-dropoff-recovery/ — onboarding recovery