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| 18 | |
| 19 | <!-- Page title --> |
| 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> |
| 23 | |
| 24 | <!-- Takeaway box --> |
| 25 | <rect x="60" y="78" width="1160" height="45" rx="4" fill="#1A3A5C"/> |
| 26 | <text x="80" y="100" font-family="'Helvetica Neue', Arial, sans-serif" font-size="14" fill="#FFFFFF"> |
| 27 | <tspan x="80" dy="0">78% of churn is within Kimsoong's control. Service improvement and competitive positioning are the two levers. Only 13% of losses</tspan> |
| 28 | <tspan x="80" dy="16">(relocation + no longer driving) are truly uncontrollable.</tspan> |
| 29 | </text> |
| 30 | |
| 31 | <!-- Chart area --> |
| 32 | <!-- Y-axis labels --> |
| 33 | <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> |
| 34 | |
| 35 | <!-- ===== Horizontal bars (descending) ===== --> |
| 36 | <!-- Bar 1: Bought competitor — 52% (RED — largest) --> |
| 37 | <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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| 39 | <text x="790" y="238" font-family="'Helvetica Neue', Arial, sans-serif" font-size="20" font-weight="bold" fill="#E74C3C">52%</text> |
| 40 | <use data-icon="tabler-filled/alert-triangle" x="835" y="220" width="24" height="24" fill="#E74C3C"/> |
| 41 | |
| 42 | <!-- Bar 2: Disappointed with service — 26% (ORANGE/ACCENT) --> |
| 43 | <text x="60" y="290" font-family="'Helvetica Neue', Arial, sans-serif" font-size="16" fill="#2C3E50">Disappointed with service</text> |
| 44 | <rect x="310" y="273" width="234" height="28" rx="4" fill="#E8A838" filter="url(#barShadow)"/> |
| 45 | <text x="556" y="293" font-family="'Helvetica Neue', Arial, sans-serif" font-size="20" font-weight="bold" fill="#E8A838">26%</text> |
| 46 | |
| 47 | <!-- Cumulative bracket: 78% addressable --> |
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| 52 | <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> |
| 53 | |
| 54 | <!-- Divider — addressable vs uncontrollable --> |
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| 56 | <text x="1010" y="325" font-family="'Helvetica Neue', Arial, sans-serif" font-size="11" fill="#95A5A6">— uncontrollable —</text> |
| 57 | |
| 58 | <!-- Bar 3: Don't know — 9% (GRAY) --> |
| 59 | <text x="60" y="357" font-family="'Helvetica Neue', Arial, sans-serif" font-size="16" fill="#5D6D7E">Don't know</text> |
| 60 | <rect x="310" y="340" width="81" height="28" rx="4" fill="#95A5A6" fill-opacity="0.5"/> |
| 61 | <text x="403" y="360" font-family="'Helvetica Neue', Arial, sans-serif" font-size="16" fill="#95A5A6">9%</text> |
| 62 | |
| 63 | <!-- Bar 4: Relocated — 8% (GRAY) --> |
| 64 | <text x="60" y="407" font-family="'Helvetica Neue', Arial, sans-serif" font-size="16" fill="#5D6D7E">Relocated</text> |
| 65 | <rect x="310" y="390" width="72" height="28" rx="4" fill="#95A5A6" fill-opacity="0.5"/> |
| 66 | <text x="394" y="410" font-family="'Helvetica Neue', Arial, sans-serif" font-size="16" fill="#95A5A6">8%</text> |
| 67 | |
| 68 | <!-- Bar 5: No longer drive — 5% (GRAY) --> |
| 69 | <text x="60" y="457" font-family="'Helvetica Neue', Arial, sans-serif" font-size="16" fill="#5D6D7E">No longer drive</text> |
| 70 | <rect x="310" y="440" width="45" height="28" rx="4" fill="#95A5A6" fill-opacity="0.5"/> |
| 71 | <text x="367" y="460" font-family="'Helvetica Neue', Arial, sans-serif" font-size="16" fill="#95A5A6">5%</text> |
| 72 | |
| 73 | <!-- ===== Cumulative line chart (right side) ===== --> |
| 74 | <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> |
| 75 | |
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| 78 | <!-- Competitor segment: 52% = 468px --> |
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| 80 | <!-- Service segment: 26% = 234px (total 702px) --> |
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| 84 | |
| 85 | <!-- Labels on progress --> |
| 86 | <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> |
| 87 | <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> |
| 88 | |
| 89 | <!-- Remaining --> |
| 90 | <text x="800" y="555" font-family="'Helvetica Neue', Arial, sans-serif" font-size="12" fill="#95A5A6">Uncontrollable: 22%</text> |
| 91 | |
| 92 | <!-- ===== Strategic insight panel ===== --> |
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| 95 | <text x="118" y="618" font-family="'Helvetica Neue', Arial, sans-serif" font-size="18" font-weight="bold" fill="#1A3A5C">Strategic Implication</text> |
| 96 | |
| 97 | <text x="80" y="645" font-family="'Helvetica Neue', Arial, sans-serif" font-size="15" fill="#2C3E50"> |
| 98 | <tspan x="80" dy="0">Two levers control 78% of churn: (1) Competitive positioning — enhance value proposition to prevent switching;</tspan> |
| 99 | <tspan x="80" dy="20">(2) Service excellence — address the #1 dissatisfaction driver. The loyalty programme must target both.</tspan> |
| 100 | </text> |
| 101 | |
| 102 | <!-- Footer --> |
| 103 | <line x1="60" y1="690" x2="1220" y2="690" stroke="#D5DDE5" stroke-width="0.5"/> |
| 104 | <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> |
| 105 | <text x="1100" y="710" font-family="'Helvetica Neue', Arial, sans-serif" font-size="10" fill="#95A5A6">CONFIDENTIAL</text> |
| 106 | <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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| 108 |