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| 20 | <text x="60" y="58" font-family="'Helvetica Neue', Arial, sans-serif" font-size="30" font-weight="bold" fill="#1A3A5C"> |
| 21 | 78% of Customer Loss Is Addressable — Competitors and Service Dominate |
| 22 | </text> |
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| 24 | |
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| 26 | <text font-family="'Helvetica Neue', Arial, sans-serif" font-size="14" fill="#FFFFFF" x="80" y="100">78% of churn is within Kimsoong's control. Service improvement and competitive positioning are the two levers. Only 13% of losses</text><text font-family="'Helvetica Neue', Arial, sans-serif" font-size="14" fill="#FFFFFF" x="80" y="116">(relocation + no longer driving) are truly uncontrollable.</text><text x="60" y="180" font-family="'Helvetica Neue', Arial, sans-serif" font-size="16" font-weight="bold" fill="#1A3A5C">Reason for Not Repurchasing</text> |
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| 30 | <text x="60" y="235" font-family="'Helvetica Neue', Arial, sans-serif" font-size="16" fill="#2C3E50">Bought competitor's model</text> |
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| 32 | <text x="790" y="238" font-family="'Helvetica Neue', Arial, sans-serif" font-size="20" font-weight="bold" fill="#E74C3C">52%</text> |
| 33 | |
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| 37 | |
| 38 | |
| 39 | <text x="60" y="290" font-family="'Helvetica Neue', Arial, sans-serif" font-size="16" fill="#2C3E50">Disappointed with service</text> |
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| 41 | <text x="556" y="293" font-family="'Helvetica Neue', Arial, sans-serif" font-size="20" font-weight="bold" fill="#E8A838">26%</text> |
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| 43 | |
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| 48 | <text x="925" y="265" text-anchor="middle" font-family="'Helvetica Neue', Arial, sans-serif" font-size="14" font-weight="bold" fill="#E74C3C">78% Addressable</text> |
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| 52 | <text x="1010" y="325" font-family="'Helvetica Neue', Arial, sans-serif" font-size="11" fill="#95A5A6">— uncontrollable —</text> |
| 53 | |
| 54 | |
| 55 | <text x="60" y="357" font-family="'Helvetica Neue', Arial, sans-serif" font-size="16" fill="#5D6D7E">Don't know</text> |
| 56 | <path fill="#95A5A6" fill-opacity="0.5" d="M314,340 H387 A4,4 0 0 1 391,344 V364 A4,4 0 0 1 387,368 H314 A4,4 0 0 1 310,364 V344 A4,4 0 0 1 314,340 Z" /> |
| 57 | <text x="403" y="360" font-family="'Helvetica Neue', Arial, sans-serif" font-size="16" fill="#95A5A6">9%</text> |
| 58 | |
| 59 | |
| 60 | <text x="60" y="407" font-family="'Helvetica Neue', Arial, sans-serif" font-size="16" fill="#5D6D7E">Relocated</text> |
| 61 | <path fill="#95A5A6" fill-opacity="0.5" d="M314,390 H378 A4,4 0 0 1 382,394 V414 A4,4 0 0 1 378,418 H314 A4,4 0 0 1 310,414 V394 A4,4 0 0 1 314,390 Z" /> |
| 62 | <text x="394" y="410" font-family="'Helvetica Neue', Arial, sans-serif" font-size="16" fill="#95A5A6">8%</text> |
| 63 | |
| 64 | |
| 65 | <text x="60" y="457" font-family="'Helvetica Neue', Arial, sans-serif" font-size="16" fill="#5D6D7E">No longer drive</text> |
| 66 | <path fill="#95A5A6" fill-opacity="0.5" d="M314,440 H351 A4,4 0 0 1 355,444 V464 A4,4 0 0 1 351,468 H314 A4,4 0 0 1 310,464 V444 A4,4 0 0 1 314,440 Z" /> |
| 67 | <text x="367" y="460" font-family="'Helvetica Neue', Arial, sans-serif" font-size="16" fill="#95A5A6">5%</text> |
| 68 | |
| 69 | |
| 70 | <text x="60" y="520" font-family="'Helvetica Neue', Arial, sans-serif" font-size="16" font-weight="bold" fill="#1A3A5C">Cumulative % of Addressable Churn</text> |
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| 72 | |
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| 74 | |
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| 82 | <text x="294" y="555" text-anchor="middle" font-family="'Helvetica Neue', Arial, sans-serif" font-size="12" font-weight="bold" fill="#FFFFFF">Competitors: 52%</text> |
| 83 | <text x="630" y="555" text-anchor="middle" font-family="'Helvetica Neue', Arial, sans-serif" font-size="12" font-weight="bold" fill="#FFFFFF">Service: 26%</text> |
| 84 | |
| 85 | |
| 86 | <text x="800" y="555" font-family="'Helvetica Neue', Arial, sans-serif" font-size="12" fill="#95A5A6">Uncontrollable: 22%</text> |
| 87 | |
| 88 | |
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| 90 | |
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| 93 | </g> |
| 94 | <text x="118" y="618" font-family="'Helvetica Neue', Arial, sans-serif" font-size="18" font-weight="bold" fill="#1A3A5C">Strategic Implication</text> |
| 95 | |
| 96 | <text font-family="'Helvetica Neue', Arial, sans-serif" font-size="15" fill="#2C3E50" x="80" y="645">Two levers control 78% of churn: (1) Competitive positioning — enhance value proposition to prevent switching;</text><text font-family="'Helvetica Neue', Arial, sans-serif" font-size="15" fill="#2C3E50" x="80" y="665">(2) Service excellence — address the #1 dissatisfaction driver. The loyalty programme must target both.</text><line x1="60" y1="690" x2="1220" y2="690" stroke="#D5DDE5" stroke-width="0.5" /> |
| 97 | <text x="60" y="710" font-family="'Helvetica Neue', Arial, sans-serif" font-size="11" fill="#95A5A6">Source: Kimsoong Customer Services — Non-repurchase Reasons Analysis</text> |
| 98 | <text x="1100" y="710" font-family="'Helvetica Neue', Arial, sans-serif" font-size="10" fill="#95A5A6">CONFIDENTIAL</text> |
| 99 | <text x="1220" y="710" text-anchor="end" font-family="'Helvetica Neue', Arial, sans-serif" font-size="11" fill="#95A5A6">6</text> |
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